How effective is the "international" ads? How to perceive Russian advertising done within the given culture?
Finding answers to these questions are the subject of this article. Urbanization and integration of
information space, occurring extensively in modern society, lead to the unification of culture. This is
manifested in the destruction of historically established norms of behavior, away from cultural traditions, and
in general - the standardization value.
Having an immeasurably greater freedom of choice of values and norms, a person can not in the traditional way to
identify himself with some recognized model, to get social approval and confirmation of self-concept.
Is not simply a breakdown of traditional socio-cultural ties, but the criteria themselves are changing and social identity
(gender, ethnicity). Hence the phenomenon of 'ethnic paradox of modernity, "when self-identity in a culture becomes
mandatory. To preserve the boundaries of identity must be based on sustainable social phenomena, and one of
these phenomena is an ethnicity.
Ethnicity is manifested through the individual forms of collective life. But, despite the fact that personal choice
guidelines in a particular situation occurs the person is arbitrary, this choice is based on the dominant values and
behavioral norms that are historically rooted in the society. Under notion forms of information that have shaped
structure present in the world picture of a man in the form of archetypes, stereotypes, adults. Their special features
are due to ethnic culture. Thus, a person belonging to a particular culture is the foundation for personal identity.
At the same time, the integration of information space leads to compaction of the information flow, the abundance of
foreign cultural products. This makes it necessary to study the features of cross-cultural perceptions of products of
Popular culture, gaining increasing importance in the volume of communication contacts of the individual, makes
extensive use of figurative designs, appealing to the structures of the unconscious, archaic mechanisms of thinking.
Building communication in shape is very specific, suggesting intense appeal to the cultural contexts, highly emotional
reaction to the message, compactness messages (each element of the message is informational load). In the
organization of messages are used figurative phenomena at different levels of generalization.
In the collision of man with inokulturnye product of mass culture, the information embedded in the image, is
perceived largely unconsciously. In this case, the logical connections between objects in the image are restored