The presented study is topical since advertizing has long ceased to be a purely utilitarian means of advancement of goods and services and has become an important element of the modern civilization and a major political phenomenon. The article briefly describes the development of the dynamic advertizing business in Russia. The extensive period in the history of advertizing of the 1990s is replaced in the early 2000s by an intensive period, which is characterized by the raising of quality, creativity and use of new technologies. The following national-specific features of the Russian advertizing were formed: in contrast to the Western advertizing, which is more rational and is based on clear argumentation, the Russian one is more emotional, which is often reflected in the wish to show typical episodes from the life of different people, making the target audience feel close to the characters of the advertisement. Advertizing is capable not only to reflect the newest tendencies in the culture, but also to serve a means of restoration, preservation, development and dissemination of cultural traditions. This is manifested by taking into account ethno-cultural factors while studying the advertisements of an international organization in the conditions of a given country. National-specific components should be singled out while studying the cases of the use of intertextuality. The authors analyze the typical tourist discourse national-specific components: literary elements (proverbs, sayings, phraseologicak units, names of writers, titles of books, allusions, etc.), allusions to the religious culture (biblical and Christian images), and references to traditions and customs (traditional holidays, domestic appliances, etc.). In the conditions of globalization, advertizing becomes a means of intercultural communication and leads the national culture vonto the international stage. Revealing national-specific components in advertizing is impossible without an intertextual analysis. KEYWORDS: advertising text; language; national cultural elements; intertextual analysis; intercultural communication.