Representation of folk crafts in German-language advertising discourse: the “self/other” dichotomy (based on German and Russian culturonyms)

This paper examines the representation of the cultural code within the context of the “Self/Other” dichotomy, focusing on German and Russian folk crafts as depicted in German-language advertising discourse. The significance of the study is resulting from the need to understand the formation of cultural identity and to overcome stereotypes regarding the “Other” in the context of globalization. The paper identifies and describes the linguistic features used to characterize “native” and “foreign” crafts, compares the modes of representing German and Russian folk crafts, and highlights both shared, universal traits and distinctive, specific parameters inherent to each ethnic group. The results of the analysis lead to the conclusion that folk crafts represent a part of the cultural code of any ethnic group; the “craft-based” cultural code is represented through the vocabulary of this thematic group, and the analysis of its usage reveals that the verbal presentation of one’s own and others’ folk crafts in German-language advertising discourse serves as a means of defining the boundaries of ethnic identity.

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