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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2017. № 5. Part 1. P. 170-173.
SCIENTIFIC AREA:    Philological Sciences
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FEATURES OF PERCEPTION OF CHINESE COMMERCIAL RADIO ADVERTISING

Zhang Jianwen
Amur State University, Blagoveshchensk; Heihe University, People’s Republic of China


Abstract. The article examines the perceptual characteristics of the Chinese commercial advertising. The author studies informative-loaded areas of the advertising heard on the radio of China. Experimentally it is proved that the perception of radio advertising is influenced by such factors as the duration of the advertising text, as well as the duration of pauses.
Key words and phrases: восприятие, перцептивные характеристики, китайская коммерческая радиореклама, длительность паузы, информационная плотность текста, темп речи, perception, perceptual characteristics, Chinese commercial radio advertising, pause duration, information of text density, rate of speech
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