MULTICULTURAL DISCOURSE OF MODERN ADVERTISING

Purpose. Advertising contributes to the emergence of a new reality, characterized by increasing the integrity of the variety of different cultures, traditions, religions and values. Modern social relations and globalization processes actualize the question of identity of any culture. Modern advertising involves the context of another culture, appealing to basic ideals of their culture, taking into account cultural identity of perception. The purpose of the research - to analyze the phenomenon of advertising in the context of a multicultural discourse, as its content and perception is always formed under the conditions of mixing and interpenetration of cultures. Design/methodology/approach. Basic principles of dialectical logic were applied as a theoretical and methodological foundations of the research (ascent from the abstract to the concrete, the ratio of the empirical and theoretical, unity of the historical and logical). Findings. Multicultural discourse of modern advertising reveals the concept of dialogue between cultures through understanding of their own cultural type. Signs of national identity are not static and can change. The idea of universalism is dangerous for the modern world, and advertising has all possibilities to actively participate in the complex process of identity formation of any culture. Actual cultural values and images are broadcasted by multicultural determinants for the preservation of national identity (values, symbols, language, mentality, and others). One of the tasks of advertising is mutual understanding of generations and preservation of past experience in the culture. Originality/value. The theory of multicultural discourse is fundamentally important for global marketing. The specific of advertising as a special object of scientific investigation has been revealed in the article, disclosing the specific content of the abstract philosophical and cultural concepts and principles; A comprehensive analysis of the determinants of multicultural advertising as contradictory and contagious ways of intercultural communication in the process of social interaction in his semioticsymbolic aspect has been carried out. The study will help to understand the specific of Russian advertising concept. The main provisions are aimed at improving the effectiveness of programs of promotion in various market