NATIONAL FEATURES OF NAMING STRATEGIES IN BILINGUAL MARKETING COMMUNICATIONS (in Chinese and Russian outdoor advertising)

Abstract

The article is devoted to the study of naming features of bilingual marketing communications as a separate type of communication exemplified by comparing the Chinese text and its Russian equivalent. The studied examples clearly reflect the worldview of the Chinese people and the differences in the types of language influence the choice of naming strategies in bilingual communication. The article deals with advertising as a form of communication, its patterns and features, the choice of the brand and its name, which depends on many factors, and ways of effective communication in the field of advertising. The comparison of texts in two languages of different types most clearly reflects the differences between the Chinese and Russian language.

Keywords

• naming, advertising, bilingual advertising communication, chinese, strategy