The Department of Chinese studies held a scientific seminar on the topic “Cultural Semantics and National Values in Chinese and Russian Advertising.”

On November 5, 2025, the Faculty of Oriental Studies of Al-Farabi Kazakh National University held a scientific seminar on the topic “Cultural Semantics and National Values in Chinese and Russian Advertising.”

The report was presented by Laila Karakulova, a second-year doctoral student of the educational program “Foreign Philology.”

In her presentation, the speaker provided a detailed analysis of the semantic features of advertising discourse that reveal the interrelation between language and culture in Chinese and Russian advertising texts. The main focus was placed on examining key semantic components reflecting national values, cultural codes, and worldview characteristics specific to each linguoculture.

L. Karakulova presented the results of a comparative study of the semantics of advertising units, identifying differences in conceptual fields, metaphorical images, and symbolic meanings through which the value content of advertising is shaped.

Particular interest was aroused by the discussion of semantic strategies of persuasion used in advertising, as well as the issue of how national and cultural specificity influences the interpretation of meanings in advertising messages.

Participants highlighted the relevance of the presented research and its practical significance for the development of intercultural communication, philological comparative studies, and linguocultural research.