SOME INTERCULTURAL FEATURES OF ADVERTISING TEXTS (ON THE MATERIAL OF THE RUSSIAN, GERMAN AND ENGLISH LANGUAGES)

Abstract

The article explores peculiarities of functioning of advertising texts on the material of the Russian, German and English languages in the context of intercultural discourse. During the analysis of advertising messages of Russian, German, American and British magazines, the types of advertising texts are established. The specifics of reflecting the socio-cultural component in advertising are considered, cultural differences that require advertising adaptation are determined. The authors prove that each culture is characterized by a kind of thinking specific only for this cultural community, patterns of behavior, customs and traditions, the ignorance of which leads to the failure of all marketing and advertising activities. As a perspective of the study, the authors see the development of criteria for the effectiveness of advertising texts in the intercultural space.