SOCIOCULTURAL AND LINGUISTIC ASPECTS OF ADVERTISING COMMUNICA-TION: TENDENCIES, PROBLEMS AND SOLUTIONS
Oksana Alexandrovna Ksenzenko is Candidate of Philology, Associate Professor, Department for Theory of Teaching Foreign Languages, Faculty of Foreign Languages and Area Studies, M. Lomonosov Moscow State University.
The article considers specific features of advertising as an element of mass communications, and describes the influence of ad-vertising on language norm and social standards. Attention is also paid to the question of optimization of research methods in the field of advertology with special reference to its integrated character.
integrated approach, advertising communication, the system of mass communications, socioculturally marked language units, background knowledge, language norm.