Verbal representation of axiologems in Chinese car advertising: Linguistic and pragmatic aspect (using the example of the HAVAL brand)

The purpose of the study is the identification and semantically–pragmatic interpretation of axiologems in the advertising of the Chinese automobile brand HAVAL. The empirical material of the study is the advertising texts of the HAVAL auto brand. The article examines the issues of linguistic axiology, reveals, based on scientific sources, such key concepts for research as the axiosphere, axiologeme, axiological landmark, axiological dominant. In this article, the authors note that the concepts of "axiologeme", "axiological landmark" and "axiological dominant" are absolute synonyms. The scientific novelty of the work lies in the fact that the authors for the first time identified a specific set of axiologems in the texts of the advertising discourse devoted to the HAVAL auto brand, taking into account their frequency of use in advertising, based on lexicographic data, conducted a linguopragmatic interpretation of the identified axiological dominants. It is shown that the semantics of some axiologems can be subjected to concretization or increment of new meanings. As a result of the analysis of advertising texts, it was revealed that the main values in the advertising of the HAVAL auto brand are safety, comfort, technology/intelligence, style/design. At the same time, if safety and comfort are in the first place in official advertising, then in the reviews of car owners, priority is given to style, design and technology.