PRECEDENT PHENOMENON IN THE ADVERTISING TEXT IN CHINESE AND RUSSIAN LANGUAGES

Abstract

This article examines the precedent phenomena in the commercial advertising text in Chinese and Russian in a comparative aspect. Taking into account the characteristics of various types of precedent phenomena described in linguistics (precedent texts, precedent names, precedent statements and precedent situation), concrete examples of the use of precedent phenomena in texts of Chinese and Russian commercial advertising are analyzed. The article reveals cultural motivations of advertisers when applying precedent phenomena and effectiveness of influence with the help of this linguacultural resource. Particular attention is paid to the comparative analysis of similarities and differences in the use of different types of precedent phenomena in Chinese and Russian commercial advertising. As a result, it has been proved that the use of precedent phenomena in advertising of two countries has similar mechanisms and guarantees impact on consumers. In addition to similarities, there are also some differences in sampling of thematic variations of precedent phenomena due to country-specific factors.