Л.Н. Гумилев атындағы ЕҰУ Хабаршысы

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The examples of the industrial advertising in the English and Russian language periodicals are the 

subject of our inquiry – they are specialized magazines in computer engineering and office equipment. 

Computer advertising has occupied a prominent place in the industrial advertising business. We tried to 

determine and trace the English and Russian industrial advertising development tendencies.

It is a well- known fact  that in comparison with the advertising process development in the 80-s years 

of the last century which was characterized by the loan translations of the English language versions, 

the Russian language industrial advertising has developed as a self-independent phenomenon. We should 

speak of computer engineering advertising development period which embraces the years from 1990-s till 

2010s. The branch periodicals which are published on a regular basis are testifying the fact. They place 

the industrial advertisements created by the leading Russian advertising agencies on a regular basis [1,8].

Basically, the best pieces of the advertisements are not worse than the foreign analogues. The topic 

of our research is rather specific, for the domain part of the advertising products are presented by the 

Western companies, which provide for the Russian and Kazakhstan market with their products. However 

the last years have demonstrated a great development of the former Soviet Union computer industry which 

provided for the appearance of the Russian-language advertising in the techniques service, and software. 

We can mention the main types of the Russian language industrial advertising of computer engineering, 

they are:

•  The cheap and ‘elite’ products of foreign advertisements;

•  Advertisements of the domestic products;

•  The Russian markets gaining of advertisements of the foreign companies activities;

•  The  domestic  companies  advertisements  acting  as  mediators  (distributors,  dealers  of  foreign 

companies).

As a rule, the advertising information addressee is influenced through the advertising text, and the 

following genres are present: 

•  Advertising announcement.

•  Advertising article, 

•  Advertising slogan.

In the periodicals they are differently decorated, differently presented, and differently used. 

As  a  fact,  we  may  state  that  the  Russian  language  advertisements  in  the  computer  engineering 

strategically are not formed. This fact may be explained by some economic and social reasons. First of all, 

no University is busy preparing the professionals in advertising. The Advertising budget is usually very 

limited, and besides, a very specific policy is persuaded by the advertising sender [2,19].

Basically, the research materials of the paper are the advertising texts of the most popular magazines 

–  periodicals  in  the  computer  engineering  –  ‘PC  Magazine’  for  the  period  2008-2013  years. We  have