Comparative analysis of the methods of speech impact in advertising slogans of Chinese and Russian languages

Abstract

This article is dedicated to the analysis of slogans in Chinese and Russian languages, as well as the characteristic to each language communicative strategies, for determining similarities and differences of the peculiarities of their implementation. In the course of analysis, the author determined the target focus of advertising text, which in turn, defines the selection of language tools that implement one or another strategy. Having conducted a cross-cultural comparison based on materials of the slogans in Chinese and Russian languages, the author revealed the communication strategies and speech techniques implemented in each text, and calculated the number their occurrences. The scientific novelty consists in discovery of the elements of level structure of speech impact of advertising (communication strategies and speech techniques typical for a particular advertising discourse). The elements are carefully explored and described. This article is first to describe the comparison of communication strategies and speech techniques are also described within the framework of juxtaposition of Russian and Chinese languages. The acquired results demonstrate the impact of communication strategies upon the perception of advertised information, as well as dependence of communication strategies on the cultural aspect.