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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2015. № 9. Part 1. P. 207-210.
SCIENTIFIC AREA: Philological Sciences
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ETHNIC STEREOTYPES IN THE MODERN ADVERTISING

Shestakova Ol'ga Valentinovna, Makalovskaya Kseniya Grigor'evna
Perm National Research Polytechnic University


Abstract. The article presents the findings of investigating advertising of different countries on using ethnic stereotypes. The authors discover auto- and hetero-stereotypes and their combination, identify the functions of ethnic stereotypes in the commercials, analyze what image of the country/nationality ethnic stereotypes create in the modern advertising: positive or negative.
Key words and phrases: реклама, национальная специфика, этнический стереотип, автостереотипы, гетеростереотипы, advertising, national specifics, ethnic stereotype, auto-stereotypes, hetero-stereotypes.
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