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Philology: scientific researches
Reference:

Stylistic Peculiarities of a Chinese Advertising Text in Insurance
Bayartueva Elena Zhargalovna

PhD in History

Associate Professor of the Department of Eastern and European Languages at East Siberia State University of Technology and Management 

670013, Russia, respublika Buryatiya, g. Ulan-Ude, ul. Klyuchevskaya, 40 v

lenabayar@mail.ru
Dashieva Soelma Tsyren-Dashievna

PhD in Philology

lecturer of the Department of the Philology of Far Eastern Countries at Buryat State University

670000, Russia, respublika Buryatiya, g. Ulan-Ude, ul. Smolina, 24a

soelma_d@mail.ru

Abstract.

Modern linguistic studies lack researches of the genre specifics of Chinese advertising texts, and the linguistic singularity of messages they convey. The rationale of the research is caused by the authors' intent to define stylistic principles of Chinese insurance advertising texts and to explain their features and functions represented by linguistic advertising units. The object of the research is advertising insurance texts in China (life insurance, tourism, savings services, etc.) that influence the mind of a recipient and make him or her want to use insurance services. The subject of the research is the specific features of stylistic linguistic means used in Chinese advertising texts. In the course of the research the authors have used the method of direct translation while keeping the genre specifics of an advertising text, its lexical, grammatical and rhythmic features. The article presents the results of the research is speech tactics and stylistic methods (worldplay, lexical contrast, reiteration, and denial) that are used in Chinese advertising texts for more expression and emphasis. These features of Chinese advertising texts have never been studied by Russian researchers before. 

Keywords: wordplay, stylistics techniques, speech tactics, insurance, advertising text, stylistics, the Chinese language, lexical contrast, reiteration, denial

DOI:

10.7256/2454-0749.2018.4.27612

Article was received:

08-10-2018


Review date:

09-10-2018


Publish date:

10-10-2018


This article written in Russian. You can find full text of article in Russian here .

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