Kravets K. Linguistic and Cultural Characteristics of Advertising Messages in Cosmetics (Based on the Ukrainian and Japanese Languages)

The thesis focuses on linguistic and cultural characteristics of advertising messages in cosmetics in the unrelated Ukrainian and Japanese languages in contrastive aspect. Theoretical basis of advertising message analysis in modern linguistics has been determined; advertising message definition from the perspective of linguistic culturology has been proposed; methodology of analysing culturally marked verbal and visual means of advertising messages in the two compared languages has been elaborated; culturally marked verbal and visual means in the Ukrainian and Japanese cosmetology advertising messages have been characterised; domination of general cultural and nationally marked verbal and visual characteristics of cosmetology advertising messages in the Ukrainian and Japanese languages have been analysed.