The Worldviews of Russian People toward other Countries in Russian Advertising Messages

Abstract

This article aims to study the worldviews of Russian people toward other countries in Russian advertising messages. The study was conducted based on the conceptual frameworks of worldview and advertising message. The samples were composed of 100 advertising messages from brands’ official websites from March to May 2022. The findings revealed that there are 7 worldviews of Russian people toward. - 1) England : nobles or royal family are the images of conservatism, formality, sophistication and luxury; 2) Italy: geographical factors make Italians happy, cheerful and love to have fun; 3) France : eloquence and a sense of artistry are the main characteristics of French people; 4) Germany: German products are of high quality because of using high technology, innovation and Germans are hard-working, disciplined and punctual; 5) China : tea is a symbol of hospitality and therapeutic medicine. 6) Czechia : familiarity with the taste make Russians love Czech beer; 7) Russia : Russia is nationalistic and collectivist. The outcomes from the study can be used as guidelines for courses on intercultural communication and for a better understanding of Russian people by Thai people

Keywords

• worldview
• russian people
• advertising message
• image