Semantic and Pragmatic Potential of Creolized Advertising Texts (using the Example of Advertising Chinese Goods in Russia)

This study is devoted to a review of modern studies of the crealized text as a tool for broadcasting an advertising message that determines the effectiveness of promoting Chinese goods in Russia. Since the crealized text itself is a
complex multi-component semiotic system, advertising, which is characterized by the unity of image and word, makes it possible to have a pragmatic effect on a potential consumer. On the example of crealized texts, including advertising of
Chinese goods in Russia, the sign nature of the advertising message is established, namely, the links between the visual component of advertising and the linguistic element implemented in the advertising space with a pragmatic influencing
effect are determined. The material for the study was the realized Russian-language advertising texts of Chinese goods.
When selecting material for analysis, the presence of an illustrative component and textual content in the advertising message was taken into account. As a result of the analysis, a wide range of commercialized advertising texts of Chinese goods, distributed on the market in Russia, was established. Dissertation papers devoted to the research of advertising text as a phenomenon with a polycode structure, the relationship of visual elements of advertising with linguistic components in an interdisciplinary plan are considered, a classification of crealized advertising texts (on the example of Chinese goods in Russia) is presented according to the methods of creating crealized texts, including a visual and verbal component.