Cultural Stereotypes and Their Reflection in Transnational Advertising

Abstract

An attempt was made in the article to analyze cultural stereotypes and their reflection in the advertising of Dove and Olay cosmetic brands. For the first time, stereotypes of beauty in Chinese, Russian and English video advertising of international companies are compared. On the example of transnational advertising, the ways of transmitting verbal information in a commercial message are studied, cultural differences in the perception of beauty stereotypes are revealed, their transformation is established, and new means of expression are described. A contradictory trend has been identified in marketing: on the one hand, international companies actively use national and cultural stereotypes, which allow creating an emotionally significant image in accordance with the ethno-cultural worldview of the consumer, paying attention to it, making a decision in the face of a large flow of information, on the other hand, they oppose standardization and stereotyping. Their role in the perception of the value of information has been established.