CAR VALUES IN THE REPRESENTATION OF THE SPEAKERS OF THE RUSSIAN AND CHINESE LANGUAGES

Abstract

Zones of coincidence and the lack of coincidence between the Russian and Chinese peoples’ automotive values as well as the information about the most valuable key meanings of car advertising texts have been revealed in the article. It was carried out the analysis on the basis of the data of sociolinguistic experiment in which Russian and Chinese respondents participated. The relevance of the study is determined by the possibility of using the results of the experiment in car advertising.The sociolinguistic experiment shows that perception of advertising texts and the allocation of value characteristics in them occurs differently for the Russians and the Chinese: for the Russians the priority is car comfort and power of engine, while for the Chinese people it is safety and appearance. An explanation of such differentiation has been given. Gender differences in automotive values are analyzed. It is clarified what information in the advertising message is prioritized by the Russians and the Chinese when choosing a car. The authors make a conclusion about the differences in automotive values in the view of the Russian and Chinese people.