Specific features of lexical homonymy in Chinese sports and medical media advertising

The article deals with the types of lexical homonymy and features of their functioning in modern Chinese sports and medical media advertising. The relevance of the study is due to the expansion of the traditional generic model of lexical homonyms in Chinese, which is reflected in advertising media texts as a means of realizing the addresser's speech intention. The purpose of the research work is to identify and describe the types of lexical homonymy in Chinese sports and medical media advertising. The main methods applied to this article are the inductive method, the deductive method, the method of definitional analysis, lexico-semantic analysis, content analysis. In the process of research, the conceptual apparatus of traditional types of lexical homonymy in the Chinese language is defined: homonyms proper, homographs and homophones, and the concept of similar-sounding words (近音词jı n yı n cı ) is introduced as one of the categories of homonymy; Chinese proper, proper English and English-Chinese subspecies of the established category are considered. The listed subspecies of similar-sounding words are interpreted as a component of lexical homonymy due to the desire for sound identity in the presence of absolute phonetic or graphic similarity with the original component. The analysis of the material showed that in Chinese sports and medical media advertising there is no such category of homonyms as homographs, which is associated with the semantic and phonetic component of the final media message. The principle of choosing a syllable for subsequent homonymous replacement in an advertising media message is carried out from the point of view of highlighting a component that is key in meaning, reflecting a current event/holiday in a country or city. One of the productive areas of functioning of lexical homonyms in the Chinese sports and medical advertising media text is the phraseological layer of vocabulary.

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