Adaptation of Foreign Print Advertising for Russian Target Audience

In a multicultural environment when entering a foreign market, companies face the need to adapt advertising. At the same time, they do not pay enough attention to the differences in the cultural characteristics of other countries. Nowadays with consideration of development of economic relations between countries there is a need to adapt advertising, taking into account the features of these countries. This work aims to develop a model of adaptation of foreign print advertising. It describes the process of adaptation of foreign print advertising in the theory and the development of adaptation techniques for foreign print advertising. Value orientations of Russian target audience are studied within the developed model as well as effectiveness of advertising adaptation in accordance with the value orientations of the Russian audience. As a result of the work conclusions for the adaptation of foreign print advertising for the Russian are formed. The study also put forward the hypothesis that the adaptation carried out taking into account the features of valuable orientations of the target audience, increases the effectiveness of advertising. The target audience is students - participants of the international programs of Russia. Testing of the model adaptation takes the example of students from Russia, Austria and Italy. The study hypothesis is confirmed, also a set of value orientations characteristic for the Russian audience are formed. The scientific novelty of this work lies in the combination of existing advertising techniques to adapt to the subsequent development of a new model of the author's adaptation of foreign advertising for the Russian market. The practical significance of this research is reflected in the possibility of using the results for the adaptation of foreign advertisements.