THE IMAGE OF A CHINESE CAR IN RUSSIAN ADVERTISING AND THE LANGUAGE MEANS OF ITS CREATION

The report examines the linguistic means of creating the image of a Chinese car in Russian advertising. The author analyzes the data of linguistic culture, revealing the productivity of linguistic units reflecting the national linguistic culture. The features of linguoculture as a factor in the manifestation of linguistic culture are highlighted: Chinese syllables have clear boundaries; there are many words of respect and the use of addressing the personality of the Russian consumer and potential buyer; the use of manipulative techniques. The use of metaphors, slogans, terms, and epithets is noted. There is a manifestation of tradition and family values in advertising, which is typical for both Russian and Chinese culture.