Лінгвокогнітивні особливості китайськомовних рекламних текстів косметичних засобів

Abstract

Based on the official data from Chinese Academy of Social Sciences in Beijing the present paper gives a comprehensive and clear idea of the current state of the cosmetics industry in China, thus, rising a question of advertising campaign efficiency focused on promotion of culture-oriented advertising texts. The paper explores linguistic and cognitive peculiarities of Chinese cosmetics advertising in the context of its functional specificity. By referring to such researchers as E. V. Medvedeva, U. V. Rozhdestvensky, and by tracing the etymological meaning of the word «advertising» the authors determine the influence function as the dominant one of the advertising text and conclude that influence function is performed through the following functional speech effects: clarity, emotional empathy effect, trust, dialogue and presence, i.e. all five featured in numerous verbal and non-verbal means of the language. The necessity of applying the linguistic and cognitive approach is thus determined. As part of this study, the linguistic and cognitive approach involves the analysis of lexical-semantic content, stylistic features, and cognitive, that is, national-specific, means of speech of advertising texts (slogans). The paper considers lexico-semantic features which include lexical transformations (loanwords and homonyms), wenyan vocabulary, expressive vocabulary, and the use of pronouns to address the potential consumer directly; stylistic features which include various figures of speech: parallelism and antithesis, rhyme and metaphors. The cognitive peculiarities refer to culture-specific national, philosophical and religious concepts, which emphasize the national identity and world view peculiarity of a Chinese customer. The paper presents the results of the investigation, and manifests the apparent relation between the above-mentioned features and the way a Chinese consumer percepts the advertising information. In other words, the paper determines the linguistic and cognitive peculiarities of the influence on a consumer, which is the dominant function of advertising. In conclusion, the authors outline the research prospects. It is supposed that the results of current investigation may contribute to the development of marketing strategies on promoting cosmetic products in China, as well as may be applied to designing specialized stylistics, lexicology, and cognitive linguistics courses. The data of this research may also provide some supplementary information for developing advertising and marketing courses.