COMMUNICATIVE STRATEGIES AND COGNITIVE MECHANISMS IN CHINESE GOODS ADVERTISING TEXTS IN RUSSIA Ding Hao
Abstract
DOI 10.18522/1995-0640-2022-3-35-42
The main task of marketers when advertising Chinese goods in Russia is related to the right choice of tactics and communicative and cognitive techniques that allow us to talk about the success of advertising within a particular national market. The study identified the main communication strategies and tactics, as well as cognitive mechanisms that determine the effectiveness of advertising.
Key words: communication strategies, cognitive mechanisms, advertising of Chinese goods, advertising discourse, advertising text, communication tactics
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Ding Hao
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
