RUSSIAN ADVERTISING WORLD ABROAD IN 1920–1980 (SPECIFICITY, MAIN ATRENDS AND FORMS OF DEVELOPMENT)

Formation of the Russian advertising world abroad and a number of its peculiarities in different countries are reviewed. The exotic methods of Russian advertising are analyzed. The issues of advertising arrangement in mass media are studied. The current changes in the Russian advertising world abroad are clarified. Advertising abroad as a component of entrepreneurial activity of the Russian speaking communities is reviewed. Characteristic features of commercial enterprises and specific features of private law and medical practice are presented. Attention is drawn to a wide variety of services of the Russian speaking entrepreneurs and their types, including manufacturing of luxury items to render elite services. The cost efficiency of advertising business, high level of art, and periodical press as the means of advertising are presented.

advertising world, Russian people abroad, Russian emigration, cultural environment, diaspora, promotional material, advertising, mass media, adaptation, assimilation process, Russian ballet, publishing activities, private practice, clubs, elite, compatriots, place of residence, national group