FEATURES OF THE NOMINATION OF EQUIPMENT FOR GOING IN FOR SPORTS IN THE CHINESE ADVERTISING TEXT

Abstract

The article studies features of nomination of items of equipment for active sports. The authors on a large representative material convincingly prove the importance of the analysis and systematization of lexical nominations. The material for the scientific study is advertising texts from the official website of the major Chinese sports retailer Anta Sports. The relevance of scientific research is substantiated by the strengthening of intercultural contacts between Russia and China at the present stage of development of society. In a difficult political situation, it is sport that is one of the most important instruments of international communication. Knowledge of the linguistic features of the complex process of naming objects in advertising discourse is able to ensure effective communication between representatives of different linguistic cultures. The analysis of the ways of naming the key characteristics of a product for outdoor activities conveys the importance of certain properties for Russians and the insignificance of others for the Chinese when choosing equipment.