Cross-Cultural Communication in Advertising Aspect

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Abstract


The article regards problems connected with modern cross-cultural communication in advertizing whereby an advertizing text is treated as linguocultural phenomenon bearing national-cultural specific character of which is conditioned by availability of linguocultural units in its structure whereas a linguistic cognitive analysis on comparative basis is required.

A S Mamontov

The International Slavonic Institute

Email: inbox@pushkin.edu.ru
The Foreign Languages Department Faculty of Foreign Languages

P V Moroslin

The International Slavonic Institute

Email: mpV_1950@mail.ru
The Foreign Languages Department Faculty of Foreign Languages

E V Astremskaya

The International Slavonic Institute

Email: dekanat@rusacad.ru
The Foreign Languages Department Faculty of Foreign Languages

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