National-cultural specificity of advertising texts (on materials of Russian and German press)

The aim of this research is to discover, describe and systematize ethnocultural peculiarities of advertising texts in Russia and Germany. In this article we have tried to analyse the peculiarities of newspaper and magazine adverts, as the meansmethod of expressing cultural concepts of Russia and Germany. We have discovered and systematized universal and specific characteristics of newspaper and magazine advertisements in both Russian and German languages (phrasiologisms, concepts, national symbols, ethnocultural peculiarities of slogans, etc.). The research has proved, that the cultural adequacy of advertisements is one of the psychological prerequisities of the effective advertising influence.