LOCAL FRAMEWORK OF CHINESE ADVERTISING SLOGANS

Abstract

The present work explores the local architectonics of the advertising slogan as a type of microtext in Chinese. Despitenumerous studies on the issue of advertising texts, in particular on the advertising slogan, much of this topic remainsunexplored. In favor of the relevance and novelty of this study, the problem of identifying and describing text-formingcategories that reflect the most general and essential characteristics of an advertising slogan as a type of microtext is still littlestudied. As a result of the analysis, the author concludes that a characteristic feature for advertising slogans as a microtext is arare correlation of specific local indicators of place – autosemantic indicators and synsemantic circumstances of the place.These indicators can accurately describe the geographical space and provide the addressee with complete orientation insideadvertising slogan as a model of text location.

Keywords

• рекламный слоган
• китайский язык
• грамматические категории
• местные рамки
• advertising slogan
• chinese language
• grammatical categories
• local framework