Russian Federation
Russian Federation
The article examines the use of visual and expressive means in Russian and Chinese tourism advertising texts, as well as analyzes their impact on the target audience. The purpose of the study is to conduct a comparative analysis of the visual and expressive means used in Russian and Chinese tourism advertising texts and to assess their impact on the recipients' consciousness. Research methods: observation, description, classification, descriptiveanalytical method, semantic-stylistic and contextual analysis. The research material consists of 50 Russian and Chinese tourism advertising texts that were analyzed to determine whether they contain visual and expressive means. The analysis resulted in 136 units with an emotive character and influencing potential being identified. As a result of the research, it was determined that the described linguistic means used in Russian and Chinese tourism advertising are not only expressive, but also appeal to the national characteristics of the target groups, reflect sociocultural, axiological and marketing trends that are in societal demand.
advertising text, tourism sector advertising communication, visual and expressive means, linguistic means of influence, emotional impact
1. Vaganova E.N. Yazykovye sredstva reprezentacii prostranstva v turisticheskom diskurse [Tekst] / E.N. Vaganova // Voprosy filologii i mezhkul'turnoy kommunikacii: Sbornik nauchnyh statey, Cheboksary, 15 aprelya 2017 goda / Otvetst. red. N.V. Kormilina, N.Yu. Shugaeva. Cheboksary: Izd-vo Chuvashskiy gos. ped. un-ta im. I.Ya. Yakovleva, 2017. — S. 123–129. EDN: https://elibrary.ru/WELTDM
2. Goncharova L.M. Reklamnaya kommunikaciya sfery turizma [Tekst] / L.M. Goncharova. — M.: INFRA-M, 2016. — 158 s. EDN: https://elibrary.ru/VVLVNH
3. Goncharova L.M. Inkul'turaciya kak aksiologicheskiy effekt trevel-tekstov [Tekst] / L.M. Goncharova // Sovremennaya rossiyskaya aksiosfera: semantika i pragmatika identichnosti: Sbornik statey, Moskva, 30–31 oktyabrya 2020 goda / Gosudarstvennyy institut russkogo yazyka im. A.S. Pushkina. — M.: Izd-vo Gos. in-ta russkogo yazyka im. A.S. Pushkina, 2020. — S. 218–224. EDN: https://elibrary.ru/XZPLTM
4. Dzyaloshinskiy I.M. Kommunikativnoe vozdeystvie: misheni, strategii, tehnologii [Tekst]: monografiya / I.M. Dzyaloshinskiy. — M.: Izd-vo VShE, 2012. — 572 s. EDN: https://elibrary.ru/QOOJID
5. Zorina A.V. Stilisticheskie osobennosti turisticheskogo diskursa (na primere angloyazychnogo sayta visitlondon.com) [Tekst] / A.V. Zorina, K.M. Amirhanova, D.R. Hamdeeva // Filologicheskie nauki. Voprosy teorii i praktiki. 2020. — № 9. — URL: https://cyberleninka.ru/article/n/ stilisticheskie-osobennosti-turisticheskogo-diskursa-na-primereangloyazychnogo-sayta-visitlondon-com (data obrascheniya:08.02.2025). DOI: https://doi.org/10.30853/filnauki.2020.9.40; EDN: https://elibrary.ru/KDYFAB
6. Ionova S.V. Smeshannye emocii: k voprosu o lingvisticheskoy reprezentacii i metyazyke opisaniya [Tekst] / S.V. Ionova, A.A. Shteba // Voprosy psiholingvistiki. 2019. — № 2. — S. 63–81. EDN: https://elibrary.ru/WNBTXE
7. Mityagina V.A. Kommunikativnye deystviya v turisticheskom diskurse [Tekst] / V.A. Mityagina // Inostrannye yazyki v vysshey shkole. — 2009. — № 4. — S. 88–97. EDN: https://elibrary.ru/OFMXUP
8. Mihaylova L.M. Osnovy turisticheskogo diskursa v sovremennom angliyskom yazyke [Tekst] / L.M. Mihaylova // Gumanitarnye i social'nye nauki. — 2014. — № 2. S. 618–620. EDN: https://elibrary.ru/SGQOTV
9. Nikiforova K.A. Ponyatie «turisticheskiy diskurs» i ego harakternye osobennosti [Tekst] / K.A. Nikiforova // Yunost' i Znaniya — Garantiya Uspeha — 2015: Sbornik nauchnyh trudov 2-y Mezhdunarodnoy nauchno-prakticheskoy konferencii: V 2 t. Kursk, 01–02 oktyabrya 2015 goda / Otv. red. A.A. Gorohov. T. 1. — Kursk: Universitetskaya kniga, 2015. — S. 370–373. EDN: https://elibrary.ru/UNHAGD
10. Novikova T.B. Konceptosfera turisticheskogo diskursa [Tekst] / T.B. Novikova // Inostrannye yazyki: lingvisticheskie i metodicheskie aspekty. — 2016. — № 35. S. 155–158. EDN: https://elibrary.ru/YMXMXZ
11. Servis: terminy i ponyatiya: Slovar' / Pod red. O.Ya. Goyhmana. — M.: INFRA-M, 2020. — 239 s.
12. Tayavi Yaseen M.T. Lingvokul'turnye realii vo francuzskih turisticheskih putevoditelyah [Tekst]: avtoref. dis. ... kand. filol. nauk / M.T. Tayavi Yaseen. — Voronezh, 2017. — 24 s. DOI: https://doi.org/10.1007/s11356-017-9245-5
13. Tihomirov S.A. Giperbola v gradual'nom aspekte: special'nost' 10.02.01 «Russkiy yazyk» [Tekst]: avtoref. dis. … kand. filol. nauk / S.A. Tihomirov. — M., 2006. EDN: https://elibrary.ru/NKFNNF
14. Tyuleneva N.A. Lingvokognitivnye strategii pozicionirovaniya i prodvizheniya turisticheskih uslug v rossiyskoy i anglo-amerikanskoy reklame [Tekst]: avtoref. dis. ... kand. filol. nauk / N.A. Tyuleneva. — Ekaterinburg, 2008. — 19 s. EDN: https://elibrary.ru/NJFJOT
15. Chen' Ley. Lingvisticheskie sredstva sozdaniya obraza turisticheskoy destinacii v sovremennyh russkoyazychnyh putevoditelyah po Kitayu [Tekst]: avtoref. dis. ... kand. filol. nauk / Chen' Ley. — M., 2023. — 22 s. EDN: https://elibrary.ru/LVJAQO
16. 于根元.1998. 《广告语言教程》. 西安: 陕西人民教育出版社
17. 杨永和.2010.《语用视角下的广告语言研究》.西安：西北工业 大学出版社
18. 颜晓英.2005.《现代广告语言研究》.曲阜：曲阜师范大学出版 社.
19. 程海东.俄语旅游文本的语言修辞特征分析——以俄语旅游广告 为例[J].林区教学, 2015,(09):46–48.
