A Scientific Seminar on the Comparative Analysis of Advertising Discourse Was Held at the Department of Chinese Studies

On January 28, 2026, the Faculty of Oriental Studies at Al-Farabi Kazakh National University held a scientific seminar on the topic “A Comparative Analysis of Pragmatic Strategies in Advertising Texts across Chinese, Kazakh, and Russian Cultures.”

The seminar featured a presentation by Laila Zholmukhanbetovna Karakulova, a second-year doctoral student in the “Foreign Philology” educational program.

During the seminar, the peculiarities of pragmatic strategies in advertising texts across different linguistic cultures were examined, and the national-cultural values and communicative attitudes reflected in the advertising discourse of Chinese, Kazakh, and Russian languages were identified. The presentation attracted keen interest from the participants and served as the basis for a substantive scientific discussion.

Special attention was given to comparing the linguistic and cultural features of advertising strategies, which allowed for the identification of unique approaches in each country. The discussion also addressed the prospects for applying the findings in teaching and research activities.

Participants emphasized the importance of the study and its contribution to the development of modern approaches in linguistics and intercultural communication. The seminar was held in a lively and productive atmosphere, facilitating an active exchange of scientific ideas.