ECONOMICS AND ADVERTISING: LINGUOCULTURAL ASPECTS
The article discusses some theoretical issues of advertising and the current state of its study in linguistics. Advertising value in the process of international convergence and economic integration is revealed. The role of advertising texts devoted to automotive subjects in the context of modern economy and in the international advertising discourse is described. The concept of "automotive advertising" is regarded as a component of mass media communication; emphasis is made on the linguocultural aspect of the study of automotive advertising texts. The results of the survey of bearers of Russian and Chinese linguistic cultures are given; they allow identify the areas of cultural similarities and discrepancies. The survey determines the peculiarities of the perception of Russians and the Chinese of the automotive advertising texts in terms of priority for each of the people the qualities of the object. The differences are determined by the specificity of the world views of Russian and Chinese cultures.