LINGUOCULTURAL ASPECTS OF SLOGANS OF UKRAINIAN AND CHINESE UNIVERSITIES

Abstract

Education is always an important component of every highly-developed society. It is the foundation of intellectual, spiritual, physical and cultural development of humankind and the cornerstone of society. Ukraine and China conduct educational activities differently, but they are equally subject to all sociopolitical globalization processes taking place in the world community. The development of market relations and the expansion of educational institutions led to the intensification of advertising activities. An important element of advertising in higher education is the slogan. An university slogan plays a similar role as a motto in the sene that it conveys information, generates influences, and possesses aesthetic and educational functions. Identifying common and distinctive features in the Ukrainian and Chinese slogans of higher education institutions in terms of content, language, culture allows a deeper understanding of the national specifics of such advertising texts with social importance. Slogan is a type of advertising text that meets the following requirements: conciseness, target relevance, ideological and educational orientation, positivity, aesthetic uniqueness. More than 200 slogans of universities of the two countries were studied. Both Ukrainian and Chinese slogans are equally a manifestation of the value of the university and the conceptual foundations of education, but differ in accents, in Ukrainian - on the importance of education, specific profession, declarative judgments, in Chinese –- on the nature of learning and moral qualities of students, ideologizing learning goals. This is reflected in the productivity of different parts of speech: in Chinese slogans verbs have a greater semantic load, in Ukrainian – nouns. The aphorism of Ukrainian slogans is based on the tradition of using Latin expressions, and also has an organic connection with the structural organization of proverbs. Chinese university slogans have deep roots in ancient Chinese poetry, which dictates the symmetry and rhythmic structure of the text. The figurative level of slogans is created by emotional and evaluative vocabulary, metaphors, but first of all slogans by semantic dominance are rational. The slogans of Ukrainian and Chinese universities, despite the unity of the text type, reflect the linguistic, cultural, socio-political space of the country where they were created. Key words: educational advertising, advertising text, slogan, Chinese/Ukrainian universities, slogan structure, linguistic and cultural features of slogans.