title: Ð¯Ð·ÑÐºÐ¾Ð²Ð°Ñ Ð¿ÑÐµÐ·ÐµÐ½ÑÐ°ÑÐ¸Ñ ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð¹ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð²: ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾-ÑÐ¾Ð¿Ð¾ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· (Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ðµ Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¾Ð³Ð¾, Ð¸ÑÐ¿Ð°Ð½ÑÐºÐ¾Ð³Ð¾ Ð¸ ÑÑÑÑÐºÐ¾Ð³Ð¾ ÑÐ·ÑÐºÐ¾Ð²)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Language presentation of the ethno-cultural peculiarities of advertising texts: comparative analysis (on the material of English, Spanish and Russian languages)
Creators: name: ÐÐµÑÑÐ½, ÐÐ»Ð¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ ÑÐµÐºÑÑ
ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½Ð°Ñ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ°
Ð»Ð¸Ð½Ð³Ð²Ð¾ÐºÑÐ»ÑÑÑÑÐ°
ÑÐ·ÑÐºÐ¾Ð²ÑÐµ ÑÑÐµÐ´ÑÑÐ²Ð°
Ð»Ð¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÐºÐ°
Ð¸ÑÐ¿Ð°Ð½ÑÐºÐ¸Ð¹ ÑÐ·ÑÐº
Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¸Ð¹ ÑÐ·ÑÐº
ÑÑÑÑÐºÐ¸Ð¹ ÑÐ·ÑÐº
advertising text
ethno-cultural peculiarities
linguoculture
linguistic techniques and tools
linguistics
Spanish language
English language
Russian language

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÐ·ÑÐºÐ¾Ð²ÑÑ ÑÑÐµÐ´ÑÑÐ² Ð²ÑÑÐ°Ð·Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÑ Ð´Ð»Ñ Ð¿ÐµÑÐµÐ´Ð°ÑÐ¸ ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð¹ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð² Ð² Ð¸ÑÐ¿Ð°Ð½Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹, Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð¸ ÑÑÑÑÐºÐ¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð»Ð¸Ð½Ð³Ð²Ð¾ÐºÑÐ»ÑÑÑÑÐ°Ñ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ Ð´Ð¸ÑÐºÑÑÑ ÐºÐ°Ðº Ð¾ÑÐ¾Ð±ÑÐ¹ Ð²Ð¸Ð´ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸; 2. ÐÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°ÑÑ Ð»Ð¸Ð½Ð³Ð²Ð¾ÑÑÐ¸Ð»Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿ÑÐ¸ÐµÐ¼Ñ, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¼ Ð´Ð¸ÑÐºÑÑÑÐµ; 3. ÐÑÑÐ²Ð¸ÑÑ ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð°ÑÐ¿ÐµÐºÑÑ ÑÐµÐºÐ»Ð°Ð¼Ñ; 4. ÐÑÐ´ÐµÐ»Ð¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾-ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ ÑÐµÑÑÑ Ð¸ÑÐ¿Ð°Ð½Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹, Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð¸ ÑÑÑÑÐºÐ¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð»Ð¸Ð½Ð³Ð²Ð¾ÐºÑÐ»ÑÑÑÑ; 5. ÐÑÐ¾Ð²ÐµÑÑÐ¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾-ÑÐ¾Ð¿Ð¾ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð¹ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð² Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹, Ð¸ÑÐ¿Ð°Ð½Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð¸ ÑÑÑÑÐºÐ¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð»Ð¸Ð½Ð³Ð²Ð¾ÐºÑÐ»ÑÑÑÑ; ÐÐ°ÑÐµÑÐ¸Ð°Ð»Ð¾Ð¼ Ð´Ð»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÐ»ÑÐ¶Ð¸Ð»Ð¸ ÑÐ°Ð·Ð½Ð¾Ð¾Ð±ÑÐ°Ð·Ð½ÑÐµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ ÑÐµÐºÑÑÑ, ÑÑÐµÐ´Ð¸ ÐºÐ¾ÑÐ¾ÑÑÑ ÑÐ»Ð¾Ð³Ð°Ð½Ñ, Ð¿Ð¾ÑÑÐµÑÑ, Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð² Ð¸Ð· Ð¡ÐÐ, ÑÐºÑÐ¸Ð¿ÑÑ Ð²Ð¸Ð´ÐµÐ¾ÑÐµÐºÐ»Ð°Ð¼Ñ. ÐÑÐ±Ð¾ÑÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÐµÐ´Ð¸Ð½Ð¸Ñ Ð¾ÑÑÑÐµÑÑÐ²Ð»ÑÐ»Ð°ÑÑ Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¸ Ð½Ð°Ð»Ð¸ÑÐ¸Ñ Ð² Ð½ÐµÐ¹ ÑÐµÑ Ð¸Ð»Ð¸ Ð¸Ð½ÑÑ ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹. Ð ÑÐ¾Ð¾ÑÐ²ÐµÑÑÑÐ²Ð¸Ð¸ Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð¾Ð¶Ð½Ð¾ ÑÐ´ÐµÐ»Ð°ÑÑ Ð²ÑÐ²Ð¾Ð´ Ð¾ ÑÐ¾Ð¼, ÑÑÐ¾ ÑÑÐ½Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¾Ð¹ Ð¸Ð»Ð¸ Ð¸Ð½Ð¾Ð¹ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð¹ Ð¾Ð±ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÑÑÑ ÑÐ¾Ð±Ð¾Ð¹ ÑÐ¸ÑÑÐµÐ¼Ñ, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð²ÐºÐ»ÑÑÐ°ÐµÑ Ð² ÑÐµÐ±Ñ ÐºÐ°Ðº ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ Ð¸ÑÑÐ¾ÑÐ¸Ð¸, Ð¾Ð±ÑÐ½Ð¾ÑÑÐ¸ ÑÐµÑÑÐ¸ÑÐ¾ÑÐ¸Ð¸, Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸, ÑÐ¾ÑÐ¸ÑÐ¼Ð°, ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ¸ Ð¸ ÑÐ·ÑÐºÐ°, ÑÐµÐ³ÑÐ»Ð¸ÑÑÑÑÐ¸Ðµ Ð¶Ð¸Ð·Ð½Ñ Ð»ÑÐ´ÐµÐ¹ Ð¸ ÑÐµÐ¼ Ð¸Ð»Ð¸ Ð¸Ð½ÑÐ¼ Ð¾Ð±ÑÐ°Ð·Ð¾Ð¼ Ð²Ð»Ð¸ÑÑÑÐ¸Ðµ Ð½Ð° Ð¸Ñ Ð¼ÑÑÐ»ÐµÐ½Ð¸Ðµ Ð¸ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ. Ð Ð»Ð¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÐºÐµ ÑÐ°ÐºÐ¾Ð³Ð¾ ÑÐ¾Ð´Ð° Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÑÐ²Ð»ÑÑÑÑÑ Ð² ÑÐ¾ÑÐ¼Ðµ ÑÐ°Ðº Ð½Ð°Ð·ÑÐ²Ð°ÐµÐ¼ÑÑ Â«Ð»Ð¸Ð½Ð³Ð²Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¾Ð²Â», Ð¿Ð¾Ð´ ÐºÐ¾ÑÐ¾ÑÑÐ¼Ð¸ Ð² Ð½Ð°ÑÐºÐµ Ð¿Ð¾Ð½Ð¸Ð¼Ð°ÑÑÑÑ ÑÐ»Ð¾Ð¶Ð½ÑÐµ Ð¼ÑÑÐ»Ð¸ÑÐµÐ»ÑÐ½ÑÐµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð´Ð¾Ð¼Ð¸Ð½Ð°Ð½ÑÑ, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð²ÐºÐ»ÑÑÐ°ÑÑ Ð² ÑÐµÐ±Ñ ÐºÐ¾Ð¼Ð¿Ð¾Ð½ÐµÐ½ÑÑ Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾, ÑÐ¼Ð¾ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿Ð»Ð°Ð½Ð¾Ð², ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐºÐ¾ÑÐµÐ½Ð¸Ð»Ð¸ÑÑ Ð² ÑÐ¾ÑÐ¸ÑÐ¼Ðµ Ð±Ð»Ð°Ð³Ð¾Ð´Ð°ÑÑ ÑÐ·ÑÐºÑ.
description: This work is devoted to the analysis of the linguistic means of expression used to convey the ethno-cultural peculiarities of advertising texts in Spanish, English and Russian language cultures. The research set the following tasks: 1. Consider advertising discourse as a special type of communication; 2. Describe the linguistic stylistic techniques used in advertising discourse; 3. Identify the ethno-cultural aspects of advertising; 4. Identify the main national and cultural features of the Spanish-speaking, English-speaking and Russian-speaking linguistic cultures; 5. Conduct a comparative analysis of the ethno-cultural peculiarities of advertising texts in English, Spanish and Russian language cultures; As the material for the study were selected different advertising texts, including slogans, posters, descriptions of advertising texts from the media, and video advertising scripts. The selection of advertising units was carried out from the point of view of the presence of particular ethno-cultural features in it. In accordance with the results of the study, it can be concluded that the ethno-cultural characteristics of a particular national community represent a system that includes both the elements of history, the community of the territory, politics, society, economy and the language that regulates peopleâs lives and in one way or another affects their thinking and behavior. In linguistics, such features are manifested in the form of so-called âlinguocultural conceptsâ, which are understood as complex mental formations, dominants, which include components of the logical, emotional plans that are rooted in the society due to language.