Lexical and syntactic features of Chinese advertising texts

The article is devoted to considering lexical and syntactic features of Chinese advertising texts. At the lexical and syntactic levels, the advertising text varies in the choice of vocabulary and syntactic structures. Chinese advertising texts selected from the Internet by the method of continuous sampling are used as the material for the study. The purpose of the paper is to identify the main lexical and syntactic features of Chinese advertising texts. General linguistic methods, the method of discourse analysis and method of pragmatic interpretation are used in the research. The findings show that, at the lexical level, general vocabulary, chenjuy and poems are widely used in Chinese advertising texts. At the syntax level, simple, incomplete, affirmative, interrogative, and imperative sentences are used; they affect the expressiveness of advertising texts with the purpose of a more efficient influence on the target audience.