Semiotic Tools in Technology for Promoting Hi-Tech Products in Chinese and Russian Advertising Technical Discourse

Abstract

Digital society is characterized by hi-tech goods expansion. The purpose of this paper is to analyse the effectiveness of the use of symbolic tools in the technology of promoting hi-tech products in advertising technical discourse (B2C). Content analysis of a total sample of 240 technical advertising texts revealed the functions of semiotic tools - signs of Chinese and Russian national-cultural symbols of color and number - in the strategy of promoting hi-tech products.