MEANS OF INFLUENCING THE ADDRESSEE IN THE ADVERTISING TEXT IN RUSSIAN (AGAINST THE BACKGROUND OF THE CHINESE LANGUAGE)

Abstract

The article is dedicated to the phenomenon of precedent in advertising texts. The most popular sources of precedent phenomena in Russian and Chinese are such sources of precedent phenomena as the religious sphere (the Bible, the teachings of Buddhism, Taoism and Confucianism), fiction, proverbs, sayings, cinema, musical works. In advertising texts, such types of precedent phenomena as precedent names and precedent situations, which are associated with national traditions and stereotypes, are relevant. Considering the phenomenon of precedent against the background of another language and another culture makes it possible to establish the national specifics of using precedent phenomena in advertising texts and their important role as effective means of influencing the addressee.