Specifics of Nationally-Oriented Advertising in Russia and China

Abstract

The article is devoted to a comparative analysis of nationally-oriented advertising in Russia and China. The material used for this article was represented by nationally-oriented advertising texts in Russia and China. The study shows that nationally-oriented advertising is an important type of advertising text which uses a positive image of the country with special geographical conditions and unique cultural and historical traditions. Particular attention is paid to a comparative analysis of similarities and differences in texts of nationally-oriented advertising in China and Russia, which uses a variety of multimodal media to form a positive image of the country and impact on consumers. The nationally-oriented advertising text focuses on the unambiguous interpretation of the national idea, the expression of which is a means of influencing consumers in order to awaken their patriotic feelings. The results of the study made it possible to reveal that despite the similarities, texts of nationally-oriented advertising in Russia and China are also marked by significant differences, which are due to the unique geographical and cultural characteristics of the two countries, as well as the deep originality of the two language systems.