Author’s name:
Elena Bayartueva
Abstract:
The article examines stylistic features of the modern Chinese advertising language focusing on phonetics and its role in enhancing the expressiveness of commercial advertising texts. The author analyzes the main methods of enhancing phonetic expressiveness, such as the alternation of “smooth” and “broken” tones, the use of rhyme and rhythmic-compositional patterns. The use of these tools has a close connection with the traditional norms of versification in China (gelü) that allows modern advertising texts to conform to the traditional aesthetic and creative canons.
| Section | the Chinese language, advertising texts, phonetic means of language expression, “smooth” and “broken” tones, rhyme, rhythm. |
| DOI: | |
| Downloads | 267 |
| Key words | the Chinese language, advertising texts, phonetic means of language expression, “smooth” and “broken” tones, rhyme, rhythm. |
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