Critical Discourse Analysis of Chinese Advertisement

This book reflects the chronological changes in Chinese cultural values, social relations, economy and politics by critically analyzing the Chinese advertising discourse. The work is based on research into the ideological values portrayed in Chinese household appliance advertisements in the 1980s 1990s. The analytical framework covers a variety of methods: critical discourse analysis, chronological analysis, visual and verbal analysis, and qualitative and quantitative analysis. The findings suggest that ideological values consciously or unconsciously manifested by the visual and verbal devices in the Chinese advertisements moved in a pattern from simplicity to diversity, from being politically-oriented to being economically and profit-oriented, from conservatism to globalization and westernization, in keeping with the progression of the Chinese economic reform. The findings further indicate that the ideological values in the Chinese household appliance advertisements are embedded in the advertising language and illustrations. Lastly, the work reveals the reality of Chinese politics, economy and society at a time when China experienced the growth of the market economy and evolution of Chinese mainstream ideologies, and demonstrates the impacts of these changes on the ideological meanings in advertisements. This book will help readers discover the more profound meanings behind the superficial content of Chinese advertisements.

A unique book on the critical study of Chinese household appliance advertisements, written by a Chinese scholar Includes over 80 sample advertisements covering three time periods within the general chronological frame of 1981-1996 Demonstrates a 15-year transformation of ideological values in China through in-depth analysis of the verbal language and visual images employed Constructs a multi-dimensional mode for explaining the advertising discourse in a wide range of historical and social settings, which will be beneficial for those who want to learn more about the meaning behind Chinese advertisements Includes supplementary material: sn.pub/extras Includes supplementary material: sn.pub/extras

Autorentext

Dr. Chong Wang is an Associate Professor at Beijing Language and Culture University. He has previously served as Director of the IELTS training program (a joint project of the British Council and the Chinese Education Commission 1986-1995) and Manager of the PR and Advertising Company of CITIC (1996-1998). Dr. Wang received his Postgraduate Diploma in Applied Linguistics from Ealing College of Higher Education, London, UK, his Master of Science from Aston University, Birmingham, UK, and his Doctor of Philosophy from the University of Northampton, UK.

Inhalt
Abstract.- Introduction.- Chapter 1 The Context of Chinese Advertising Development before and after 1978.- Chapter 2 Review of the Literature.- Chapter 3 Methodology and Research Design.- Chapter 4 Analysis of Profiles and Visual Discourse.- Chapter 5 Verbal Discourse Analysis.- Chapter 6 Conclusion.- Bibliography.- Appendices.