CULTURAL-MARKED MORPHOLOGICAL FEATURES OF CONSTRUCTION OF ADVERTISING MESSAGE IN UKRAINIAN AND JAPANESE LANGUAGES

Abstract

The proposed article is devoted to the study of linguistic units of the morphological level in Ukrainian and Japanese advertising texts. Pay attention to the specifics of advertising messages in the field of cosmetology. The main content of the study is an analysis of morphological cultural-marked advertising messages in order to establish correlations of the language of advertising with the parameters of the mentality and culture of two peoples. The author traces interlanguage symmetry and asymmetry of advertising texts and concludes that global trends in advertising are based, on the one hand, on the standardization of advertising ideas, and on the other, on the tendency towards differentiation, to the localization of advertising, to the discovery of the identity of the people in the advertising discovery, his culture. Consequently, the comparative study of nationally-marked units of the morphological level, presented in the texts of modern advertising, provides a wealth of material for intercultural studies of advertising.