Discursive Features of Polycode Advertising Texts and Their Use in Teaching Chinese as a Foreign Language

The study examines the discursive features of polycode advertising texts in the Chinese language functioning in the digital media environment. The object of analysis is contemporary advertising discourse integrating verbal and visual components into a unified meaning-making system. The author explores the principles of discourse organization, including value orientation, semantic compression, expressiveness, and multimodal coordination. Particular attention is paid to the interaction of semiotic components through mechanisms such as duplication, complementarity, and redistribution of meaning, as well as to discourse practices of persuasion, identification, and emotional appeal. The analysis focuses on how meaning is structured and how advertising messages are organized under conditions of digital communication. The methodological framework combines discourse analysis and multimodal analysis, supplemented by elements of a semiotic approach. The study is qualitative and aims to identify typical patterns in the functioning of advertising media discourse. The novelty of the research lies in establishing a systematic relationship between the discursive characteristics of polycode advertising texts and their linguodidactic potential. The findings show that value orientation, semantic compression, expressiveness, and multimodality function as interrelated elements of a unified discursive system shaping meaning construction and persuasive strategies. A structured model is proposed linking discursive features, their functional mechanisms, and linguodidactic outcomes. Based on this analysis, a teaching model is developed that supports the staged acquisition of discursive competencies. The results demonstrate that polycode advertising texts can serve as an effective resource for developing communicative, pragmatic, intercultural, and media competencies in teaching Chinese as a foreign language.