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Background: In modern Russia, the majority of people does not trust traditional advertising, so advertisers need to use alternative methods to attract attention to a product or a brand. According to Media Logics, in 2016 due to the economic crisis more than ten the largest companies in Russia refused to advertise on television, others reduced its presence on the television screen. Methods: Basic principles of dialectical logic were applied as a theoretical and methodological foundations of the research (ascent fro...

{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...