ADDRESS FORMS AND WELL-WISHING FORMS IN AMERICAN AND RUSSIAN COMMUNICATIVE CULTURES

The paper deals with both address forms and wishes in American and Russian linguocultures. It is evident that for effective intercultural communication the knowledge of language is not enough. Nevertheless, there are some rules which are shared by the majority of the cultural community and form a communicative ethnostyle (Larina 2015) distinguishing one communicative culture from the another one. One of the main reasons for failures in intercultural communication can be ignorance and misunderstanding of the peculiarities of the communicative behavior of the interlocutor. This is due to the fact that the representatives of different linguistic cultures not only speak different languages, but also use the language differently: in the same type of communicative situations, they perform different communicative actions, guided by different communicative strategies. This paper studies the problem of cultural impact on address forms and well-wishing in American and Russian linguocultures and shows the comparative study of these linguocultures. We draw on G. Hofstede's cultural dimensions (1991), politeness theory (Brown and Levinson 1987, Leech 2014, Watts 2003), Intercultural pragmatics (Kecskes 2014, Wierzbicka 1991/2003) and address forms theory (Braun 1988, Clyne, Norrby & Warren 2009 and others). The data has been obtained through observation, questionnaires and interviews. This article represents both the results of the research and analyzes the use of address forms in AmE and Russian and well-wishing forms in different communicative situations. The study focuses on the main tendencies which show lingvocultural impact on the use of address forms and well-wishing forms. As the result the effective communication is possible due to the proper usage of forms according to sociocultural peculiarities of the interlocutor.