COMMUNICATION IN ADVERTISING AS FORM OF DIALOGUEOF CULTURES (Russian-Vietnamese Interaction)

The given article regards problems connected with interrelations of different linguistic cultures in particular Russian and Vietnamese ones. It is known that nowadays processes of cultural interaction dynamically develop in the sphere of advertising because it is reflection of the culture, its peculiar embodiment with its uniqueness, national colour which each linguistic culture tries to preserve in order to form its own image and to pass it to other peoples and cultures. In the article it is stressed that in advertising linguistic units with explicit national-cultural semantics contribute to more effective influence on consumer. So advertising specialists while working out their cross-cultural strategy should take into account all subtleties of national culture of addressee. The authors dwell on differences in linguistic cultures and noncoincidences in cultural values functioning in linguistic cultures to be compared. In conclusion recommendations both for cross-cultural copywriting and for teaching Russian as means of cross-cultural communication using advertising texts as teaching aids are given.

advertising, dialogue of cultures, cross-cultural, national-cultural specific character, linguistic culture, Russian, Vietnamese, text, anthropocentric classification