Isakova Alla Anatolievna
Tyumen Industrial University
Submitted: 26.10.2020
Abstract. The paper aims to identify specificity of ethnic advertising perception among ethnic groups in Tyumen. Using cognitive linguistics methods and psychological methods, the author for the first time analyses perception of regional advertising texts among representatives of different ethnic groups, which constitutes scientific originality of the study. The following conclusions are justified: advertising actively exploits ethnic stereotypes; national language represents specificity of individual and collective worldview.
Key words and phrases: рекламный текст, этническая реклама, стереотипы восприятия, ассоциативный эксперимент, когнитивное сознание, advertising text, ethnic advertising, stereotypes of perception, associative experiment, cognitive consciousness
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