Urban advertising through the eyes of Chinese researchers

Advertising has become a part of modern culture, whether we want it or not. It is of interest now not only to its creators, but also to scientists who are seriously engaged in its analysis. Advertising is also being investigated from the point of view of its effectiveness - marketing is more interested in this. It is also studied from the point of view of those "side" problems that are associated with its placement, with repeatability, memorability, aesthetics and other qualities. Advertising of goods, services, social advertising fill not only the Internet space, television programs, but also the "onomastic space" (the term V.N. Toporova) of any modern city. The authors of this article introduce the reader to the description of the principles and problems that Chinese advertising researchers see in their country. The problems associated with the location of advertising in the Chinese urban space are considered in this paper. Chinese cities, as well as Russian, European or American ones, were simply "occupied" by outdoor advertising. The problems of its placement in the space of a modern Chinese city - aesthetic, commercial, "ideological" - are somehow reflected in the presented article. The description of the "problems of advertising" in Chinese cities helps to better understand the language of a modern city as a very complex linguistic, linguosocial and linguocultural phenomenon. The article provides an overview of research in Chinese on advertising in urban space. The translation of works from Chinese into Russian was carried out by the authors of this article.