National-Cultural Components in the Language of Modern Advertising

In today’s globalized world, developing advertising campaigns can be a challenging task for specialists in this area around the world. The influence of advertising is no longer limited only to raising awareness of products and services or promoting sales, advertising also conveys – directly or indirectly – norms, judgments, values that may be relevant to the advertised product, many advertising professionals consider the process of creating advertising texts as a process transferring the cultural values of a nation from abstract concepts into advertising texts. This article attempts to prove that advertising consumers, being in a particular cultural environment, get used to the value systems, beliefs and processes of perception of this culture. This article discusses the definition of the national-cultural component, defines its features and functions, as well as the features of the speech component in the language of advertising. The role of the national-cultural component is assessed, examples taken from the language of modern world advertising are given, and the linguistic features of advertising texts are analyzed.