Sadovnikova O. P. Verbalization of cultural ethnic component of advertising

Abstract

Advertising is a part of national information space, it is born in a particular ethnocultural system, it a priori
has a corresponding linguocultural code. To achieve the goal of advertising national, cultural and mental
peculiarities of potential recipients should be taken into account. Advertising messages on ukrainian television,
particularly their text conten?t became the object of observations. It was found out that about 20% of them are
appealing to the cultural ethnic knowledge of the recipients. Verbalization of cultural ethnic content of advertising messages takes place because of the use of nationally
marked vocabulary, that includes such concepts as words with no direct equivalents in other languages, namely
realia words (exoticisms and barbarisms) and background vocabulary (words-symbols). The selection of
nationally marked lexical items in advertising messages was made by the following criteria: 1) semantic ones:
presence in the structure of the lexical meaning of seme "national" (ethnic, folk, symbolic), 2) grammatic ones –
authentic units and borrowed units, were analyzed according to formal indices, 3) functionalstylisticones - creation of national coloring.