Du Kangze

The article discusses the features of the Russian Chinese pidgin against the background of Russian-Chinese intercultural communication from different points of view in terms of the formation and development of regional cultural linguistics. A diachronic study of bilingual advertising communication based on signboards is carried out from the sociolinguistic and linguistic perspectives. The object of the study is the lexicon of two types of pidgin from Chinese-Russian pidgin dictionaries and the Harbin dialect dictionarу as long as Chinese-Russian bilingual signs in the city of Harbin from 1902 to the present day. The change of the dominant language and translation strategy in bilingual advertising communication is analyzed.

This article presents an overview of contemporary approaches to multimodal discourse analysis. In multimodal discourse studies, different definitions of mode and different foci are noted. The multimodal analysis theory of different types of discourse is considered from functionalist, cognitive and interactionist sociological perspectives and multimodal corpus analysis and multimodal empirical studies of advertising discourse are presented.