E3S Web Conf.
Volume 284, 2021Topical Problems of Green Architecture, Civil and Environmental Engineering (TPACEE-2021)
|Number of page(s)||9|
|Section||Environmental Psychology and Education|
|Published online||12 July 2021|
Modal characteristics of advertising slogans in English and Chinese
Moscow Region State University, 10A, Radio Str., 105005, Moscow, Russia
* Corresponding author: email@example.com
The present work explores the modal architectonics of the advertising slogan as a type of microtext in English and Chinese. The authors attempted to describe the basic markers of the text category of modality. According to this data we could carry out the linguistic analysis of the selected language material. The main language models of English and Chinese advertising slogans are revealed, such as: slogan-axiom, slogan-commissive, slogan-directive, slogan-interrogative and slogan-qualitative. As the result of the study, we have revealed and distinguished a list of invariant features such as: modal determination, one-system modal construction, monomodality, heterogeneity of language means. They are used to construct a text category of modality in this type of the microtext in the English and Chinese languages, in general, and for each language model, in particular.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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