@article{MAKHILLTSS2016112824037,
    title = {Advertising Style as Mirror of National Identity
(On Material of Automobile Slogans)},
    journal = {The Social Sciences},
    volume = {11},
    number = {28},
    pages = {6685-6691},
    year = {2016},
    issn = {1818-5800},
    doi = {sscience.2016.6685.6691},
    url = {https://makhillpublications.co/view-article.php?issn=1818-5800&doi=sscience.2016.6685.6691},
    author = {Danilevskaya,Bazhenova and},
    keywords = {Cultural linguistics,advertising slogan,stylistic feature,political interaction,world picture},
    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.}
    }