Classification of elements of linguocultural information in the polycode text of printed advertising based on the material of Russian and Chinese languages

Abstract

The subject of the study of this article is a polycode text, considered from the point of view of value in intercultural communication. The research material was a block of social and commercial advertisements (40 units in Russian and 40 units in Chinese), in which linguistic and cultural information can be both the subject of advertising and the background for the advertised product, service or idea. In the course of the research, the method of comparative analysis of the verbal component of two languages, the method of comparing the content and execution of the elements of the iconic level and also the method of semantic analysis of the verbal component of the polycode text of printed advertising were used. В The novelty of the research lies in the established fact of the impact on the reader of a polycode advertising text, which forms an idea of national values containing physical-geographical, figurative, cultural-historical material and spiritual aspects. In accordance with the results of the study, conclusions were drawn that the polycode text of printed advertising is an effective means of broadcasting and obtaining information about the cultural specifics of a nation, an effective tool that reflects the state of another culture through the use of semantic and linguistic means. The elements of linguistic and cultural information considered in the article are presented as accessible as possible in a combination of visual and textual means.