SEPARATION AND INTEGRATION: SEMIOTIC MODELS IN THE ADVERTISING OF CHINESE GOODS IN RUSSIAN-LANGUAGE AND CHINESE- LANGUAGE INTERNET DISCOURSES

Abstract

The article examines semiotic models of advertising Chinese goods in Russian-language and Chinese-language Internet discourses. The relevance of the study is determined by the active spread of Chinese brands in the digital environment and by the need to examine advertising messages as multimodal complexes combining verbal, visual, and pragmatic components. Particular attention is paid to the relationship between the separation and integration of textual and visual codes. It is shown that in Russian-language advertising of Chinese goods, the verbal component is more often focused on rational persuasion, emphasizing price, quality, functionality, and technological characteristics, while the visual component forms an image of convenience, modernity, and practical usefulness. In Chinese-language advertising, the text is more often associated with brand trust, innovation, prestige, and emotional appeal, while the image reinforces the cultural and status-related image of the product. The article argues that text and image do not duplicate each other but perform different semiotic functions while maintaining a common pragmatic orientation. It concludes that the advertising of Chinese goods is based on the principle of structural separation and functional integration of verbal and visual components.