Features of the Japanese trailer as a genre of advertising discourse

the article is devoted to a comprehensive analysis of Japanese film trailers as a specific genre of advertising discourse. The object of the study is the Japanese film trailer, while the subject is its linguo-semiotic and genre-specific features. The research material consists of trailers for Japanese films from the last decade. The aim of the work is to identify and systematize the unique characteristics of the Japanese trailer, determined by national cultural tradition and cinematic genre conventions. Particular attention is paid to the trailer as a creolized text, where the verbal (linguistic signs), visual (iconic, graphic signs), and auditory (music, sound effects, speech) components form an inseparable semiotic unity, jointly producing meaning and exerting a complex impact on the recipient. The work establishes that the uniqueness of the Japanese trailer is rooted in the national communicative culture, characterized by indirectness, context-dependency, the aesthetics of aware (emotional tonality), and the minimization of direct calls to action, with an emphasis on cultural codes and the creation of aesthetic and emotional resonance. A key conclusion of the article is the profound genre conditioning of trailer structure and content. The work provides a detailed analysis of the features of trailers for major Japanese cinematic genres: melodrama/dorama, anime/fantasy, jidaigeki/action, and horror. The Japanese language performs key functions within the trailer: cultural identification, emotional impact through laconic, concentrated phrases, narrative structuring, and the enhancement of the visual-auditory impact. The effectiveness of the Japanese film trailer as an advertising genre is determined by the masterful synthesis of universal advertising impact structures, the deep genre specificity of the advertised film, and the activation of the cultural codes of the Japanese audience through the creolized text. Its success directly depends on the accurate representation of the film's identity and its alignment with the cultural expectations of the viewer.

advertising discourse, trailer, creolized text, Japanese language, genre specificity, linguocultural studies, film semiotics