Cultural Aspects in Advertising Discourse (Published)
Advertisements are an integral part of people’s life and culture. They react in a way to human concerns and cares by implementing global as well as culture specific aspects in their texts. They serve as a currency in everyday communication and reflect people’s way of thinking and life, as well as the assumptions, attitudes and beliefs typical for the society they originate from. The paper presents Bulgarian and British ads, their specificities and the comments for and against some of the issues they touch upon because apart from selling goods and services they offer symbolic meanings, life styles and signs which can be identified only by people familiar with the respective culture the ads appear in. All this is done through linguistic manifestations and various ways of conceptualizing the world reflected in the analyzed ads.