Знаки российской культурной идентичности в слоганах коммерческой рек­ламы
Symbols of Russian Cultural Identity in the Slogans of Commercial Advertising

Summary/Abstract: The article deals with the texts of Russian commercial advertising slogans that express association with the concept of “RUSSIA” by including ethno-specific components of verbal nature. In texts of the slogans, signs of Russian identity that mark the cultural space of Russia are revealed, representing the advertising stimulus for the recipient. Such verbal ways of expressing Russian national and cultural identity as ethno-specific trademarks are analyzed, as well as ethnonyms and ethnotoponyms, descriptive nominations and paraphrases, toponyms, precedent statements and words denoting national and cultural values and stereotypes, rhyme in slogans, and other techniques of ethno-specific advertising. The semiotic analysis that has been carried out in the article is relevant for studying characteristics of the language of modern Russian advertising. The study of slogans, including Russian ethno-specific components, allows us to draw conclusions about the set of auto-stereotyped ideas of Russians about their country.

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