LINGUISTIC MEANS OF REPRESENTING THE LINGUISTIC AND CULTURAL VALUE OF "HEALTH" IN PRC SOCIAL ADVERTISING

Te O. E., Trinko D. V.

The article presents an analysis of the linguistic means of expressing the linguistic and cultural value of "Health" in contemporary Chinese social advertising. More than 100 units of social advertising have been selected and analyzed, in the result the most frequently used techniques were identified (reduplication, rhyme, rhetorical question).

Keywords:social advertising in China, linguistic means, linguocultural value, Chengyu, reduplication, play of hieroglyphs, Wenyanism