Value Orientations of Implicit Information in the Russian and Chinese TV Advertising
Zhu Jianin, Zolotykh Lidiya Glebovna, Vasil'eva Yuliya Aleksandrovna
Chengdu Institute of Sichuan International Studies University
Sichuan University
Astrakhan State University
Submitted: 29.07.2020
Abstract. The paper aims to identify universal and nationally specific values of implicit information in the Russian and Chinese TV advertising. The researchers’ attention is focused on revealing the potential of implicit information in advertising semasiology of unrelated languages in the aspect of forming an addressee’s value worldview. Scientific originality of the study involves the integrated approach to studying synergy of visual verbal techniques of interpretative, semiotic mechanisms of manipulation in the Russian and Chinese TV advertising. The research findings are as follows: the authors show the role of implicatures as motivators of ethno-cultural values and a brand as a universal representative of implicit meanings.
Key words and phrases: телереклама, семиотика, имплицитная информация, русскоязычный и китайскоязычный рекламные тексты, лингвокультура, этнокультура, универсальные и уникальные ценности, интерпретация, бренд, TV advertising, semiotics, implicit information, Russian and Chinese advertising texts, linguo-culture, ethno-culture, universal and nationally specific values, interpretation, brand
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