LEXICAL PECULIARITIES IN CHINA CENTRAL TELEVISION (CCTV) ADVERTISING TEXTS

Abstract

This paper analyzes the lexical peculiarities used in advertising texts on Chinese Central Television channels CCTV-3, CCTV-6, CCTV-7, CCTV-10, CCTV-12, CCTV-14 and CCTV-17. The selected 100 videos were divided into 4 groups depending on the target audience: advertising for children and parents, advertising for young people, advertising for the elderly, universal advertising. The purpose of the study is to determine the interconnection of the target audience with the lexis chosen in advertising. Such research using corpora analysis methods was carried out for the first time. The analysis showed that the choice of lexis used in advertising texts depends on the target audience to which the advertisement is directed.