Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

Personal portfolio

THE USE OF ETHNIC AND CULTURAL IMAGES IN THE RUSSIAN NATIONAL ADVERTISING AS A INDICATOR OF CULTURAL TRADITIONS

Nozdrenko E.A. 1 Eskina A.A. 1
1 Siberian Federal University
Advertising as a phenomenon of modern culture certainly involved in the forming of new ideas, values, images, and cultural codes. During the expansion of international contacts, more growing information exchange between members of different cultures problem of cooperation and mutual enrichment is more important. Russian national advertising translates not only the values of our country, but also under the influence of foreign advertising, are indicated in the national advertising traditions of other cultures. Study of problem of solemnity and importance of ethnic and cultural images used in advertising is relevant because they are direct reflection of the cultural traditions of country, values and orientations of living there community. Ethno-cultural advertising image - an important component of cultural traditions broadcast. In our opinion, today is necessary to determine what is its meaning as in the formation of cultural values, and in the process of reflection of cultural traditions and attitudes of society. For this purpose it is necessary to identify the most frequently used ethnocultural advertising images of Russian culture also is necessary to explore the effect of the use foreign images in the national advertising. Today in the national Russian advertising there are two trends. The first trend is associated with the making and approval of their own ethnic and cultural traditions and advertising images. The second trend is that, along with the development of national cultural characteristics are still going on taking of western models. And this process is quite natural in the context of globalization. However, the content of such an approach is changing, the traditions of other cultures, we are trying to re-think and express in their interpretation, in the context of the reflection of the national cultural traditions.