National Features of the Adaptation of Western Television Advertising in the Russian Media Space

During the last decades the influence of advertising has increased enormously. It surrounds every person whether he or she is at home or at work, watching TV or surfing the Internet. Advertising affects the subconscious mind what leads to its influence on the culture. Advertising reflects the culture, its preferences and values. The question of advertising adaptation has been an increasingly important concern during recent years. With the society development, advertising has become an inseparable part of our daily life and has an enormous influence. Television is the easiest way to communicate with people. The first TV advertisement was created in the middle of 20th century, and by the nineties Russia began to cooperate vigorously with Western agencies. Nevertheless, mass media has been confronted with some problems related to national features which created obstacles for the proper perception of advertising. At the moment a considerable part of Russian advertising belongs to Western agencies which consequently have to take into account features of Russian cultural heritage in order not to lose millions of dollars. This research aims to describe and analyze main national features of the adaptation of Western TV advertising in Russia. To achieve this aim some steps must be taken, which are • to denife the basics of intercultural communication in marketing • to analyze TV commercials adapted in Russia • to make conclusions concerning main features of the adaptaion of Western Advertising in Russia The outcomes must help to ease the adaptation process of the Western advertising in Russia. Moreover, the results can be used in the process of teaching intercultural communication as well as in the process of teaching advertising translation.