COMPARATIVE ANALYSIS OF SPEECH STRATEGIES OF RUSSIAN AND CHINESE ENVIRONMENTAL SOCIAL ADVERTISING

Guo Yanran

The state of human health and the living beings of the planet, the quality and duration of their lives, the surrounding reality and the potential life of future generations depend on modern ecology. These trends are reflected in the verbal component of the modern creolized text, which allows conservationists to achieve maximum results in shaping the ecological consciousness of the audience. Nevertheless, historical, cultural, economic, geographical, philosophical, and political processes affect the collective interests, judgments, and views of the public, which may vary from country to country. The speech strategies used, focused on the formation of ecological thinking and knowledge about the protection of the environment, differ somewhat in Chinese and Russian discourses – the characteristic features are a consequence of a certain mentality of each of the peoples, which has been formed for hundreds of years. Meanwhile, both Russian and Chinese environmental social advertising are equally replete with tools for psychological determination, relational processes, and motivations for action. Effective communication with the audience of China and Russia is achieved through the use of an optimizing strategy that prevails over an information-forming one. However, if environmentalists are more often impressed by black humor in Russian texts, then in Chinese sentences there is an emphasis on collective responsibility and the philosophy of harmonious existence, as well as the unity of man and nature.

Keywords:ecological discourse, ecological advertising, ecosocial advertising, eco-advertising, social advertising, Chinese language, Russian language, speech strategies, creolized text.