SEMIOTIC CHARACTERISTICS OF ADVERTISING MESSAGES IN ENGLISH AND RUSSIAN DISCOURSE

This article investigates the semiotic characteristics of advertising discourse in English and Russian. Advertising is conceptualized as a multimodal system where linguistic, visual, and cultural codes interact to produce persuasive meaning. The comparative analysis reveals that English advertising is dominated by brevity, minimalism, and appeals to innovation and personal success, while Russian advertising relies on expressiveness, rhythm, and cultural symbolism, emphasizing tradition, collective values, and national identity. The findings show both universal strategies such as metaphor, multimodality, and iconic symbolism, and culture-specific approaches shaped by socio-cultural contexts. The study concludes that semiotic analysis is an effective tool for understanding persuasive mechanisms of advertising across different cultures.