Homonyms as a Linguistic Resource for Creating Puns in an Advertising Text in the Chinese and Russian Languages
Wang Yuzhi
Peoples’ Friendship University of Russia
Submitted: 09.10.2021
Abstract. The aim of the study is to determine the features of homonyms in the Chinese and Russian languages and the functions of their use as a verbal means of creating puns in the Chinese and Russian advertising text. The article discusses various definitions of homonyms and the principles of their classification in the Chinese and Russian languages, as well as describes and analyses the examples of using various types of homonyms in advertising in China and Russia. The scientific originality of the research lies in the fact that the specificity of using homonyms to create puns in the Chinese and Russian advertising text is analysed in a comparative aspect. As a result, it has been proven that the use of homonyms in advertising in both countries follows similar mechanisms and provides an opportunity for effective impact on consumers of the advertised products. In addition, it has been found that along with similarities, there are some differences both in the linguistic definition of homonyms and in the aspect of their functioning in the advertising text, which are explained by the peculiarities of two languages.
Key words and phrases: омонимы, китайский язык, русский язык, сопоставительный анализ, рекламный текст, homonyms, Chinese language, Russian language, comparative analysis, advertising text
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