PERSONAL DETERMINACY OF CHINESE ADVERTISING SLOGANS

Abstract

The present work explores the personal determinacy of the Chinese advertising slogan as a type of microtext. Despite numerous studies on advertising texts, in particular on advertising slogans, much of this topic remains unexplored. In favor of the relevance and novelty of this study, the problem of identifying and describing text-forming categories that reflect the most general and essential characteristics of an advertising slogan as a type of microtext is still little studied. To summarize, it should be noted that the text-forming category of personality, formalized in most cases by personal or possessive pronouns, is often found in this type of text in the form of an address to the reader/listener. The rare use of first-person singular narration in advertising slogans suggests that the advertising slogan gravitates toward the impersonal nature of the narrative, which can be interpreted as a characteristic feature of this type of microtext. These artistic techniques are important for the semantic aspect of the advertising slogan, because its main goal is to arouse the interest of the addressee.

Keywords

• рекламный слоган
• китайский язык
• грамматические категории
• текстовая категория персональности
• advertising slogan
• chinese language
• grammatical categories
• text-forming category of personality