title: ÐÐ¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ ÑÐµÐºÑÑÐ°, ÐµÐ³Ð¾ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ Ð»Ð¾ÐºÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ (Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ðµ Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¸Ñ Ð¸ ÑÑÑÑÐºÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð²)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Linguistics of advertising text, its peculiarities and localization (based on English and Russian advertising texts)
Creators: name: ÐÐ¸ÐºÐ¸ÑÐ¸Ð½Ð°, ÐÐ°ÑÑÑ
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: 2024
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð»Ð¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð³Ð¾ ÑÐµÐºÑÑÐ°
Ð»Ð¾ÐºÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ
ÑÐ¿ÑÐ¾Ñ Ð½Ð° ÑÐ¾Ð²Ð°ÑÑ Ñ Ð»Ð¾ÐºÐ°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ð½Ð¾Ð¹ Ð¸ Ð½Ðµ Ð»Ð¾ÐºÐ°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ð¾Ð¹
advertising
linguistics of advertising text
localization
demand for goods with localized and non-localized advertising

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description: This paper is devoted to the study of advertising text in the context of advertising discourse and the identification of the influence of localized and non-localized advertising on the level of demand. Several methods were used in the study: the methods of deduction, questionnaire survey, dialectical method of scientific knowledge and exploratory data analysis with presentation of results in the form of a diagram and tables. On the basis of the works of contemporary researchers and scholars, a survey aimed at students of higher education institutions was created. It revealed the preferences of students regarding localized and non-localized slogans in advertising of various products. Respondents in 4 out of 5 cases prioritized the localized slogan, usually motivating the choice by the raised interest and comprehensibility of the slogan, as well as the ability of the localized slogan to increase motivation to purchase the product. The presented results can be used by marketers and PR specialists to translate various advertising texts.