PRAGMATIC FEATURES OF THE CHINESE ADVERTISING LANGUAGE

Enicheva Aleksandra Igorevna

The paper examines advertising as a multi-layered discourse that influences linguistic structure, cultural space, and everyday communicative acts. The analysis covers linguistic devices used in advertising messages (metaphor, metonymy, parallelism, pun, etc.), as well as the universal characteristics of advertising text at different linguistic levels. The main part of the article focuses on the specifics of Chinese advertising: it examines types of advertising media, structural elements of advertising text, and its functional features (information-communicative, stimulating, competitive-strategic functions, brand reputation building, and loyalty formation). The most detailed analysis concerns the pragmatic means of creating Chinese advertising, including rhetorical devices (quotation, pun, metaphor, personification, antithesis, parallelism, chiasmus, synesthesia, use of statistical data) and non-rhetorical strategies (personal pronouns, colloquial speech, persuasive strategies).

Keywords:advertising discourse, Chinese advertising, pragmatic means, rhetorical devices, persuasive impact, structure of advertising text, emotional impact, linguistic characteristics