The subject of the research is to analyze the content of the “Advertising language” course from the view point of its cross-cultural opportunities and the ability to form cross-cultural competence of students. The main methods of the research are literature analysis and retrospective analysis of our own experience. The research defines the significance of cross-cultural competence for translators, analyses the components of culture, singles out the cross-cultural function of the advertising copy, describes the structure of the experimental course “Advertising language” and its cross-cultural opportunities together with the technique of teaching advertising copies translation. The results of the research can be applied in teaching advertising, advertising language, translation and in the work of admen.