Advertising as a Tool of Intercultural Communication

The article deals with the concept of "advertising language" in its verbal and non-verbal representation. The study focuses on analyzing advertising as a means of cross-cultural communication that affects people both interculturally and intraculturally. The topicality of the research is determined by the role that advertising plays in the lives of different nations, as it is one of the most effective cultural factors. Advertising reflects both the culture of each nation, and it also shapes their worldview, defines their lifestyle, and contributes to the development of ideals and new traditions. At present, advertisements of various goods and services are still ethnocentric, meaning that the assessment of another culture is viewed through the lens of one's own. The objective of the work is to identify the communicative function of advertising and its specificity as a link between different cultures, and to consider it as a cultural and historical phenomenon of modern civilization. This approach has required some retrospective analysis and reference to the origins of this phenomenon. The study aims at identifying the causes of possible cognitive distortions that can lead to communication failures in this type of discourse. To achieve this objective, a number of methods have been used, including contextual analysis, descriptive analysis, systemic-cultural analysis, classification analysis, and comparative analysis. The study focused on different types of modern advertising, taking into account their specific features and multimodal representations. As a result of the conducted study, the role of advertising as a means of intercultural communication in multicultural discourses was confirmed. The emotional nature of the advertising language and its cultural specificity require analysis of the probable cognitive distortions, which bring about communicative failure when transferring to other cultural settings. The multimodality of the modern English-language advertising, which is represented at the verbal and non-verbal levels complicates this process. As a result, translation leads to the inevitable communication failure, but the use of interpretive and adaptive approaches helps avoid this phenomenon.