Advertising persuasion is deeply embedded within cultural frameworks that shape both message creation and reception. This study examines how English and Russian advertisements employ distinct rhetorical strategies reflecting underlying cultural values. Through qualitative analysis of contemporary advertising, the research reveals that English-language advertisements tend to prioritize individualism, direct messaging, and future-oriented language, while Russian advertisements frequently emphasize collective identity, emotional storytelling, and cultural symbolism. These patterns reflect deeper cultural dimensions including individualism-collectivism orientation, communication context preferences, and temporal perspectives. By illuminating these culturally-specific persuasive mechanisms, this research contributes to cross-cultural communication theory and offers practical insights for international marketing practitioners.

Cultural context, persuasive discourse, advertising rhetoric, cross-cultural communication, individualism-collectivism, qualitative analysis

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