COMPARATIVE ANALYSIS OF STYLISTIC FEATURES IN SOCIAL ADVERTISING OF RUSSIA AND CHINA

Abstract

The objective of the article is to conduct a comparative analysis of stylistic features in social advertising texts from Russia and China, which is particularly relevant in the context of expanding intercultural interaction and globalization. The study examines and describes in detail the key stylistic devices actively used in social advertising in both countries, including comparison, metaphor, personification, antithesis, euphemism, allusion, and pun. Based on specific advertising texts, the similarities and differences in the application of these devices, conditioned by cultural traditions and the social context of Russia and China, are identified and characterized. The author concludes that Russian social advertising is characterized by a more direct and explicit call to action, whereas Chinese advertising tends toward indirect expressions and more delicate, euphemistic forms of information delivery. The obtained results possess practical significance and can be utilized in developing effective social advertising strategies that consider cultural characteristics of target audiences, as well as in educational activities within advertising, linguistics, and intercultural communication courses.