The local and global imagery of women in Russian advertising

Russian advertisements geared to women display both local and global tendencies. The alignment exists among the elements such as imagery of women and the promoted products, reason or ‘tickle’ advertising techniques, language usage, and value messages. The local imagery of women such as housewife and average woman are visually presented by all age groups and promote goods produced locally, use ‘reason’ explanations, deliver the spoken or written messages mostly in the Russian language, and reflect traditional Russian collectivistic values. The global imagery of women such as sexy beauties or ‘glocal’ imagery of women such as career woman and celebrity employ English only or code‐mixing of English and Russian in the name of the product, label and trade brand, text, slogan attention getter, and ending lines. The English language serves as a sign of modernity, high social status, and prestige and a ‘tickle’ strategy which is used when model‐looking young women promote foreign‐made goods.