Abstract:

Advertisement, which constantly increases its pace and volume, in addition to satisfying the economic needs of the potential consumer, informing and promoting products and services, also influences the most psychologically vulnerable youth part of the audience.

The character of influence of such an orientation can be both positive or neutral, and at the same time negative, and therefore the problems of the presented article are relevant. The main objective of our research is linguistic and sociocultural analysis of the Russian and French advertising texts to reflect the value orientations and attitudes of the constantly interacting societies.

The deformation of the spiritual qualities of a personality, the distortion of the picture of the world through commercial advertisement, its destructive ''charm'' can be counterbalanced by the introduction of the targets of social advertisement, while comprehension and scientific reflection of the corresponding problem are proposed to the addressee of the advertising message.

The data of analyzed Russian and French advertising texts prove the differences in the mentality and the life preferences of these ethnic groups. Russian advertisement is designed for a wider population and a wider coverage of everyday goods, while some advertising messages in Russian language have dubious educational value for young people. French advertisement is more metaphorical and focused on the addressee, it seems to be more patriotic with regard to orientation on the goods of domestic production (cars, household appliances, food, cosmetics and perfumes).

The results of the research can be in demand when writing graduate qualification works in higher education institutions, they can be used in advertising agencies in the preparation of promotional documents and while assessing the advertisement quality and its influence on the younger generation.

Keywords:

University education, language education, Linguistics, education technology, Russian, French, advertising texts.