Nationally oriented automotive marketing in China

Abstract

  This article examines the specificity of formation of nationally oriented automotive marketing in China. The object of this research is the Chinese nationally oriented automotive marketing, while the subject is verbal and nonverbal means of its creation. Special attention is given to the analysis of the techniques of creating texts for nationally oriented automobile advertising in the Chinese language, in which multimodal means are used for the development of a positive image of the country and impact upon the domestic audience. The goal lies in determination of the specific features of multimodal media characteristic for such type of advertising. The article employs the methods of lexical-semantic and contextual analysis to reveal the linguopragmatic potentials of the text; method of linguoculturological commentary to describe the ethnocultural specificity; method of multimodal discourse analysis to examine the interaction of semiotic complexes in advertising The scientific novelty consists in studying the nationally oriented marketing strategies from the perspective of the theory of multimodality, which requires the analysis of semiotic heterogeneous codes in the advertising text. It is proven that the specificity of multimodal complex in the texts of Chinese nationally oriented automobile marketing manifests on the level of verbal and nonverbal means used therein. This is substantiated by the unique cultural-historical and social factors, as well as the peculiarities of the Chinese linguistic system. The acquired results may find practical implementation in teaching Chinese language, as well as in research on marketing linguistics.