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Background: Intensive, gradual world economic globalization processes are giving rise to ever more stringent objective factors for the successful functioning of all the structural systems of the international market including the locus of the formation of consumer demand. From this angle, the issue of establishing and managing consumer preferences on the part of marketing technologies in our opinion is going out of date to a certain degree. The primary consumer consciousness development vectors of the Y generation...

{Purpose}. Advertising contributes to the emergence of a new reality, characterized by increasing the integrity of the variety of different cultures, traditions, religions and values. Modern social relations and globalization processes actualize the question of identity of any culture. Modern advertising involves the context of another culture, appealing to basic ideals of their culture, taking into account cultural identity of perception. The purpose of the research - to analyze the phenomenon of advertising in t...