Stylistic devices in CCTV advertising texts
DOI:
https://doi.org/10.24866/2542-1611/2023-3/124-134Keywords:
Media discourse, advertising, stylistic devices, target audience, CCTVAbstract
The paper analyzes the stylistic devices 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 stylistic devices chosen in advertising. The analysis showed that the choice of stylistic devices used in advertising texts depends on the target audience to which the advertisement is directed. The stylistic devices of advertising CCTV channels are very diverse, there are used not only individually, but also in combination, which allows
to show the advantages of goods or service and influence the target audience, encourage consumers to buy.
