Semantic and structural characteristics of slogans in Russian and Chinese advertisement text on "automobile" theme

The article studies theoretical issues of advertisement and modern linguistics views of it. Specificity of the advertisement text devoted to the automobile theme is revealed; reasons for such texts being in demand in the advertisement market are given. Linguistic characteristics of Russian and Chinese slogans and their theme differences are analysed. Examples of both Russian and Chinese advertising slogans are given. Description of slogans is done in the aspect of different language levels. The research shows differences in the content of the advertising texts analysed, which are determined by the differences in Russian and Chinese language views of the world.