Idiomaticity of advertising text (comparative analysis of Russian and Chinese advertisement)

The article is devoted to the Russian and Chinese advertising texts analyzed from the lexicological and cognitive point of view. The combination of various linguistic means is aimed at achieving pragmatic purposes of advertising. Idiomaticity has a great pragmatic effect in advertising language. The comparative analysis carried out in the article helps to understand the process of idiomatization of the advertizing texts in Russian and Chinese cultures and to reveal the cultural properties of the texts.