广告受众的民族文化背景是广告商在制作广告时要考虑的一个重要因素。以俄语广告语篇为语料,通过分析说明,广告制作者为宣传其广告产品,吸引受众,在广告制作中经常使用著名人物的名字、地名等,以求得名人效应。而要正确解读这些广告,必须了解其后隐藏的民族文化背景。 The ethnic and cultural background of the advertising audience is an important factor that advertisers should consider when making their ads. In the Russian advertising discourse as a corpus, through the analysis shows that the producers of advertisements to promote their advertising products, attract the audience, often used in the production of famous people’s names, place names, etc., in order to achieve the celebrity effect. To correctly interpret these advertisements, we must understand the hidden background of national culture.