QR-CODE ROLE IN SEMIOTICS OF THE CHINESE SPORTS PRINT MEDIA ADVERTISING

Article is devoted to a QR code role research in semiotics of the Chinese sports print media advertizing. The objectives of work are achieved by methods application of deductive and inductive logical analysis, descriptive method, and method of classical semiotics. As research material of print advertizing media texts about sports brands in the Chinese magazines about fitness and sport in the 21st century act. It is established that the QR code represents modern means of conversion in semiotics space of the Chinese sports media discourse. Authors note that the QR code takes attention of the addressee, raising the index of curiosity, in detail informs on goods, services, actions, carries out feedback with the sender and the hidden control of efficiency and relevance of advertizing content. 4 types of signs as the main semiotics characteristics of the modern Chinese sports advertizing print media texts drawing attention of the addressee and making on him influence in the form of motivation to buy the advertized goods are revealed: 1) verbal signs, 2) nonverbal signs, 3) the mixed / creolized signs, 4) conversion signs. As a result of studying of printing glossy editions of the Chinese sports magazines, the high rate of quick response code use in advertizing of the Chinese sportswear is recorded. Application of a code of quick response in modern Chinese sports print media advertizing creates high conversion to this or that sports brand that promotes increase in quantity of the acquired goods and also increase in profit of the manufacturing company. The received results are significant for development of linguasemiotics, cognitive linguistics, pragmalinguistics, discourse theory, presentation discourse theory, in particular, of advertizing media discourse, theory of influence as functional features of QR code in semiotics of the Chinese sports advertizing media discourse become known and are described