Non-verbal characteristics of advertising communication (based on the material of the Russian and Chinese languages)

advertising communication is a complex process of interaction between the sender and receiver of information, including both verbal and non-verbal means. Visual images, colors, symbols and gestures play a key role in shaping the advertising message, influencing its perception in different cultures. This study aims to comparatively analyze the non-verbal characteristics of advertising communication in Russian and Chinese. The study identified key differences in the use of color solutions, graphic elements, symbols and kinetics in advertising of the two countries. The analysis showed that Chinese advertising is focused on symbolism, harmony and image dynamics, while Russian advertising emphasizes clarity, informativeness and structure. The scientific novelty of the study lies in the systematization of non-verbal characteristics of advertising communication and identification of their role in intercultural interaction. The practical significance of the results lies in their applicability in the development of advertising strategies for Russian and Chinese audiences.

non-verbal characteristics, advertising communication, the Russian language, the Chinese language, communication system