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SOURCE:   Almanac of Modern Science and Education. Tambov: Gramota, 2017. № 4-5. P. 44-46.
SCIENTIFIC AREA: Philological Sciences
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Zhukovskaya Natal'ya Valentinovna
Anton Chekhov Taganrog State Institute (Branch) of Rostov State University of Economics

Abstract. The article is devoted to identification of linguocultural peculiarities of Russian advertising texts. The author considers examples of reflection of certain national and cultural values, norms, and cultural categories in advertisements. It is noted that reference to cultural values is a necessary condition for efficiency of the advertising text.
Key words and phrases: рекламный текст, культурные ценности, культурные категории, время, феминность, индивидуализм, коллективизм, advertising text, cultural values, cultural categories, time, femininity, individualism, collectivism.
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