Advertising text in terms of culture and intercultural communication

The article considers some of the theoretical aspects of advertising communication as a form of intercultural interaction. It is argued that advertising is a special type of humanitarian-economic activity, being a mixture of national-specific and global features, which inevitably manifest themselves in texts. The practical part of the research is performed for texts advertising automobiles from Russian and Chinese advertising media discourse. The special subject of the analysis is slogans as central and most prominent components of the content of these texts. The results of sociolinguistic research aimed at identifying areas of cultural convergence and divergence in the perception and understanding of texts of car advertisements are provided. The value preferences and taste orientations concerning automobiles that are predetermined by ethnic grounds - living conditions, geography, cultural traditions, peculiarities of life of Russian and Chinese peoples - are identified. The similarities and differences in the attitude towards automobiles detected in Russian and Chinese world-views are classified according to their importance and in terms of gender. It is concluded that the perception of advertising messages is, on the one hand, inseparably linked with the culture of the nation and its world-view, and on the other hand, is connected with the global advertising discourse, its rules and trends of informing about a particular product. Therefore, nowadays the advertising text is of great significance in the global media space and is one of the ways of intercultural interaction.