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The research considers advertising as a type of discourse in the context of intercultural communication. A multilingual advertisement is treated as a product of globalisation which accelerated a shift from the productoriented perspective to the customer-centered approach in publicity. The paper provides a historical overview of a changing nature of advertising, discusses the concept of multilingual advertising discourse and its key traits, and deals with particular cases of bilingual adverts. The results of the study demonstrate various patterns realizing a cooperative strategy applied to facilitate intercultural communication and easier companies’ access to appreciative clientele. The findings support the hypothesis that combining linguistic resources interplay with visual components towards customer-friendly encoding of messages and appear advantageous for advertising effectiveness in multicultural environment.

Efficiency of Business and Intercultural Communication: Multilingual Advertising Discourse