Abstract: In study slogans of automobile advertising for the purpose of directing their substantial and stylistic features are analyzed. The analysis is carried out on material of texts in two languages-Russian and Chinese. The comparative aspect is used with intention to define the ethnic features of perceiving the same event imprinted in language in human life-the car. The modern world differs in the fact that in it two counter tendencies at the same time develop: globalization (a join/interlacing of cultures and economies of the different countries and the people) and the fissile military-political opposition directed to suppression with each other of cultures and the people. Such situation is dramatic as it leads to the numerous international conflicts, on the one hand and with another-is one of the reasons of attenuation of interest of people in the cultural (national) sources. Today in the Russian society the modern language ("Newspeak") for which feeding base is the mass culture which does not have legible communications with moral cultural wealth of the previous generations and, on the contrary, applying for the post of a global (universal) reference point in speech behavior for the person of the world is formed. In this situation defensive reaction of people with a civic stand, including the aspiration of linguists and culturologists to study features of mass culture with the purpose to oppose it the logic of national communication checked time when language, native on structure, reflects "family" for it cultural wealth amplifies. Initial research position is conviction of researchers that in the conditions of globalization studying of an originality of pictures of the world of the different people can promote development of the design relations between the different states and also strengthening of positive tendencies in political interaction between counter military blocks.
Danilevskaya Natalya Vasilyevna, Bazhenova Elena Aleksandrovna and Tikhomirova Larisa Sergeevna, 2016. Advertising Style as Mirror of National Identity (On Material of Automobile Slogans). The Social Sciences, 11: 6685-6691.