Linguistic and cultural features of the Soviet and modern advertising discourse

Nguyen ThiVanAnh

This article examines the concepts of "discourse" and "advertising discourse", analyzes in detail the texts of commercial advertising of the Soviet and modern period for the subject of linguistic and cultural features. As a result of the analysis, the author identified common and special linguistic and cultural features of Soviet and modern advertising, which are directly related to external factors (political, historical, economic, etc.). So, in the Soviet period, the main purpose of advertising, due to the lack of competition, was to inform the population about new goods and services. In this regard, it was not the manufacturers who were advertised, but the goods. For the same reason, primitive slogans were used. In the early 90s, in the era of imitation of the West, texts began to be full of Anglicisms. Since the 90s, advertising has pursued one main goal: to sell. While the characters played an important role in creating an advertising culture for consumers, the product was always in the foreground. This continued until online advertising appeared, and with it several important changes in the development of advertising and personalization.

Keywords:advertising discourse, linguoculturology, personalization, imperatives, personification, deviations.