{"title":"Semiotic Tools in Technology for Promoting Hi-Tech Products in Chinese and Russian Advertising Technical Discourse","authors":"Y. Hongbo, V. Boguslavskaya","doi":"10.1109/ComSDS49898.2020.9101316","DOIUrl":null,"url":null,"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.","PeriodicalId":337761,"journal":{"name":"2020 IEEE Communication Strategies in Digital Society Seminar (ComSDS)","volume":"39 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2020 IEEE Communication Strategies in Digital Society Seminar (ComSDS)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ComSDS49898.2020.9101316","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
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.
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