Authors : Irina Yakovlevna Balabanova and Marina Sergeevna Lukina
Abstract: Relevance of the problem under research is conditioned by the need to study the advertese in comparison, to define language and linguistic-cultural specific features of various communities for successful intercultural communication and handling of applied problems, in practice of studying students (interpreters, in particular) and improving the advertising creativity. This study is aimed at the comparison analysis of advertisements of similar goods designed for the French and Russian audiences as well as at finding the common in the vision of these advertisements and in their appraisal by the respective communities. The leading approaches to study this problem are anthropocentrism and linguistic culturology which suppose focusing on the factor of the addressee. The following results of the research may be referred to as the main ones: coinciding characteristics of the product and its perception by recipients are defined; partial similarities/dissimilarities of lexical and stylistic markers are shown; cases of non-conformities of these characteristics are found; differences in social and cultural and mental terms are exposed regarding items of the interior. The study materials could be useful for the advertising activity, for teaching advertising as well as for development of books in linguistic cultorology, stylistics and intercultural communication.
Irina Yakovlevna Balabanova and Marina Sergeevna Lukina, 2016. Interior Advertisement: Anthropocentric Aspect (Based on the Material of the French and Russian Languages). The Social Sciences, 11: 6796-6799.