Non-verbal ways and means of representing ethnic culture in Chinese polycode commercial advertising

The subject of the study is the national specificity of the linguistic features of non-verbal ways and means of representing ethnic culture in Chinese commercial advertising. The object of the study is advertising texts in Chinese. The author examines in detail the non-verbal ways and means of representing ethnic culture in Chinese polycode commercial advertising. The study presents examples of advertising slogans reflecting the national and cultural features of representatives of the Chinese linguistic culture, adapted by advertisers to the conditions of the modern sales market. The research methodology was compiled by the scientific works of Meng Chen, Zhang Jiahui, Wang Junyuan, Wang Jin, Huang Yubin, the theoretical analysis of the results of which formed the basis of the toolkit for achieving the set research goal. By means of a set of methods, including methods of description, systematization, generalization and linguistic and cultural analysis, and which made it possible to summarize the results of the theoretical analysis of advertising messages – slogans, the use of which affected the commercial component of advertising activities. The analysis made it possible to detail current trends in the advertising language, identifying successful components of non-verbal means and ways of representing significant meanings that determine the success of advertising activities of individual companies operating in China and the novelty of the research undertaken. The main result of the study is the identification of linguistic and cultural attitudes and stereotypes present in Chinese advertising texts that facilitate their translation, as well as their use as methodological material in the theory and practice of teaching Chinese.

Commercial Language, Advertising, Ethnocultural Language Traditions, Representation, Communication Environment Symbolism, Rhetoric, Suggestion, Manipulation, Speech Influence, Communication