COMMON AND DIFFERENT IN SCIENTIFIC APPROACHES TO ADVERTISING TEXT IN RUSSIAN AND CHINESE LINGUISTICS

Abstract

The article is devoted to the study of scientific approaches to the text of Russian and Chinese advertising. The authors describe the history of the emergence and development of advertising text in the context of Russian and Chinese languages. The study revealed both similar and different features of advertising that are characteristic of both languages. It is argued that in advertising texts in Russian and Chinese, representative speech acts play a special role, allowing them to convincingly express ideas and attract consumers. It has been proven that Russian advertising text is based on directives and commissions, which gives it a more direct and convincing character. Chinese advertising text is full of emotional and evaluative acts and symbolic images that reflect the traditions and culture of China. A synchronous and comparative analysis of scientific approaches to Russian and Chinese advertising texts made it possible to identify the main approaches to the subject of study, which are based on the identification of culturally determined features depending on the type of language at the structural, semiotic, pragmatic and semantic language levels.