MATEC Web Conf.
Volume 212, 20182018 International Scientific Conference “Investment, Construction, Real Estate: New Technologies and Special-Purpose Development Priorities” (ICRE 2018)
|Number of page(s)||7|
|Section||Transformation of the Real Estate Market: Economic, Legal, and Management Aspects|
|Published online||15 October 2018|
Reflection of national and cultural specifics in the text of advertising (on material of texts of advertising of the Chinese and Russian building companies)
Kemerovo State University, 650000, Krasnaya str., 6, Kemerovo, Russia
2 Qiqihar University, 161006, Wenhua str., 42, Heilongjiang, China
* Corresponding author: firstname.lastname@example.org
The purpose of article is detection of the general and specific advertising texts of real estate development companies in slogans in the Russian and Chinese languages. Any advertising is designed for the consumer who will buy the advertised goods. The scientific novelty of the study is determined by the fact that for the first time a propositional analysis of the “advertisement” frame in Chinese, which is an isolating one, is carried out. This approach is based on the technique of frame modeling, where the main components are the deep structures of knowledge propositional schemes and verbal propositions. Advertising efficiency is caused by the accounting of the traditions which developed in a certain nation, stereotypes and those associations which invisibly are present at texts. The phraseological units functioning in this or that culture are created on the basis of these traditions, cultural stereotypes; reflect features of a world view of the nation. The conducted research allows revealing that at the heart of phraseological units there are same propositional structures which are invisibly sending a thought of the person to propositions. The person learns the world, comparing one to another. It is propositional organized phraseological units allow to reveal the associations, general and unique for the nation. On the one hand, to understand that, at the most abstract level all languages are arranged equally what Humboldt wrote about, and, with another – to see an originality of each language.
© The Authors, published by EDP Sciences, 2018
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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