этнокультурный стиль коммуникации, коммуникативные стратегии, речевые жанры, адресат, адресант, этнокультурная специфика, лексема, Philology. Linguistics, P1-1091

Intercultural communicative competence is one of the integral parts of translators’ skills. The article analyses national and cultural peculiarities of English and Russian communicative styles in the advertisement speech genre in university on-line communication to address the problem of translatability of lexical units. Furthermore, the study explains the use of particular linguistic means and communication strategies as related to the specific features of Anglo-Saxon and Russian linguistic cultures.