ADVERTISING TEXT AND EXPRESSIVE MEANS IN THE CHINESE LANGUAGE

Abstract

At the present stage, advertising and advertising information has a serious impact on public consciousness, so it is necessary to study the phenomenon of advertising impact, "we evaluate it, and by the very presence of such an assessment we show involvement in the sphere of advertising communication." In addition, in foreign studies on advertising, much attention is paid to the psychological study and perception of advertising text materials. According to scientific research, the application of psychological science makes it possible to create conditions under which a "dialogue" arises between the consumer of goods and the advertiser, contributing to the effective sale of goods, services, mutual understanding and cooperation. Also, an advertising text can be called a text containing advertising information. It is distinguished by the following features: firstly, it contains information about goods, ideas and undertakings; secondly, it is designed to form or maintain interest in goods, ideas, undertakings; and, finally, promotes the realization of goods, ideas, undertakings. The advertising text is qualified as a complex genre of a voluntary-informational type, namely as an appellative-representative genre that combines appellative-emotional functions, properties (pragmatically interested appeal to the addressee), representative (presentation of certain information to the consumer) and influencing (belief in the reliability of information and the need to perform the required action – purchas, acquisition, etc.).