COMPARATIVE ANALYSIS OF RUSSIAN AND ENGLISH ADVERTISING TEXTS

Abstract

The purpose of the study is to reveal the essence of the advertising text in English-speaking countries and in Russia. The article focuses not only on the differences, but also on the similarities in the construction of slogans. The influence of parts of speech on motivation when buying a certain product or service is determined. The scientific novelty consists in the consideration of English-language and Russian-language advertising texts on the same basis, the identification of distortion of advertising slogans in the translation process. As a result of the study, the distinctive features of English-language and Russian-language media texts were identified. It is emphasized that, depending on the language in which the media text is presented, the method of presenting the material is modified. Based on the analysis, it was revealed that the English-speaking audience is more liberated, as a result, the advertising message is presented in a free and open form, often with elements of humor. The Russian-speaking audience prefers a more accurate advertising text, minimizing the use of slang.