Chinese advertising slogan: wordplay

The article is devoted to the analysis of some principles of creating advertising slogans in the Chinese language when using phraseological units in them. Advertising surrounds modern man everywhere. Advertising is a social, psychological, linguistic and cultural phenomenon. When creating an advertising text, not only the principles of the social structure of the country are involved, not only the peculiarities of the mentality and culture of the people, but also linguistic features: phonetic, lexical semantic, syntactic and others. A slogan - one of the varieties of an advertising text - should differ in its brevity of form, semantic capacity and brightness, and some other properties. When creating advertising slogans in Chinese, not only the content, but also the form (hieroglyphs and their pronunciation) becomes very important. This is what the creators of Chinese advertising use. The analysis of the content and form of advertising slogans undertaken in this article is due to the fact that the main role in the Chinese text is often played by hieroglyphs: their outline and pronunciation of sounds that are assigned to each of them. In particular, this article shows that there are at least three principles that are used when creating advertising slogans in China to attract the attention of potential buyers, increase the profit of advertisers. These principles allow you to create advertising slogans based on Chinese phraseological units. As the study shows, advertisers approach the creation of a slogan very creatively: they use a language game. This game is based on the fact that two different hieroglyphs can have a similar sound shell. When creating slogans, not only phraseological units are used in their unchanged form, when the idiom in its existing form fits the advertised product. In addition, when creating slogans, advertisers allow themselves to change the "internal semantics" of phraseology: expand or narrow it, use the literal meaning. And of course, advertisers "play" in slogans with homophones, when the pronunciation of hieroglyphs becomes the main thing.