Visual and Expressive Means as an Emotional Impact Tool in Russian and Chinese Tourism Advertising Texts

The article examines the use of visual and expressive means in Russian and Chinese tourism advertising texts, as well as analyzes their impact on the target audience. The purpose of the study is to conduct a comparative analysis of the visual and expressive means used in Russian and Chinese tourism advertising texts and to assess their impact on the recipients' consciousness. Research methods: observation, description, classification, descriptiveanalytical method, semantic-stylistic and contextual analysis. The research material consists of 50 Russian and Chinese tourism advertising texts that were analyzed to determine whether they contain visual and expressive means. The analysis resulted in 136 units with an emotive character and influencing potential being identified. As a result of the research, it was determined that the described linguistic means used in Russian and Chinese tourism advertising are not only expressive, but also appeal to the national characteristics of the target groups, reflect sociocultural, axiological and marketing trends that are in societal demand.