DOI: 10.18848/2327-7882/cgp/a255 ISSN: 2327-8617

A Cross-Linguistic Comparative Analysis and Study of National Cultural Values in Advertising Texts in Chinese, Kazakh, and Russian

Laila Karakulova, Rauan Dossymbekova, Anastassia Zabrodskaja
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This study explored how national cultural values are represented in Chinese, Kazakh, and Russian advertising texts, considering the linguistic and cultural specifics of each language. The research analyzed six advertising cases from China and Kazakhstan, examining lexical, pragmatic, syntactic, stylistic, and cultural aspects. The interpretation was based on critical discourse analysis and Hofstede’s model of cultural dimensions. The findings highlight distinct cultural differences in advertising discourse. Chinese advertising shows high collectivism, femininity, power distance, and long-term orientation, using emotionally charged slogans, symbolism, and family values. Kazakh advertising features a rational approach, moderate emotional expression, high uncertainty avoidance, and a collectivist focus, combining national markers with global trends. Russian advertising uses pragmatic and emotionally evaluative rhetoric, moderate individualism, high uncertainty avoidance, and masculinity, reflected in imperatives, rational arguments, and metaphors. The linguistic analysis confirmed that vocabulary, pragmatics, syntax, and stylistic aspects reflect national cultural codes: Chinese slogans are emotionally gamified, Kazakh ads have a restrained tone, and Russian ads use militarized imagery. The study emphasizes that effective advertising in a globalized world must consider local cultural codes to avoid communicative barriers and enhance target audience impact. These findings are valuable for developing cross-cultural marketing strategies and improving global brand positioning.

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