Scholarly record
CHINESE ADVERTISING SLOGANS ON COVID-19 VACCINATION IN THE LIGHT OF LINGUOCOGNITIVE ANALYSIS
Abstract
The article discusses the the complex character of Chinese advertising slogans in the light of linguocognitive approach. It is considered of vital importance to conduct (1) semiotic analysis to find out the amount of monosemiotic and polysemiotic slogans, with denotative or/and connotative meanings; (2) pragmatic analysis to identify illocutionary acts, according to which the slogans can be classified as promising, having emotional and evaluative influences, informing and stimulating; (3) the analysis of cultural and national specifics, that reveal the expression of Confucian values in advertising slogans, selfidentity, references to history, national symbols. According to the carried research, the analysed slogans are defined as mostly polysemiotic, the information in which is expressed connotatively, through images, comparisons, metaphors and reference to the cultural specifics of the nation. The Chinese advertisements on Covid 19 Vaccination use a variety of different types of illocutionary acts to persuade recipients: the largest share occupy slogans promising the recipients life, health, a better future, etc. In addition, Chinese advertising slogans are characteristic of strong appeal to cultural, historical and national identity and properties.
Publication Impact Profile
- Captures
- Mendeley - Readers: 2
Publication details
References11
Begun V.V., Advertisings slogans as cultural stereotypes transformation, Vestnik of Perm University, Russian and Foreign Philology, 2010, Issue 1(7), pp. 31-37.
Boldyrev N.N., Theoretical basis and methdological principles of language cognitive studies, Vestnik of Chelyabinsk State University, 2013, в„–24 (315), pp. 7-13.
Kozhina M.N., Stylistic encyclopedic dictionary of Russian, Moscow, 2006, 696 p.
Kostomarov V.G., Our language in action, ISBN: 5-8297-0220-7, 2005, 287 p.
Malyuga E.N., Functional Approach to Professional Discourse Exploration in Linguistics, Singapore: Springer, 2019.
Ivanova A.G., Typological differences in morphemic-syllabic word structure in English and Chinese, Training, Language and Culture, 2017, Vol. 1, в„– 3, p. 56-71.
Malyuga E.N., Khaperstkova A.A., The linguistic-cognitive aspect in studying women’s emotional-evaluative lexis in advertising discourse, Voprosy Kognitivnoy Lingvistiki, 2023, 1, 71–79.
Romanova I. D., Smirnova I. V., Persuasive techniques in advertising, Training, Language and Culture, 2019, 3(2), 55-70. DOI: 10.29366/2019tlc.3.2.4.
Danilina E. A., Kizyan E. E., Maksimova D. S., Euphemisms in advertising discourse: Putting on a positive face and maintaining speech etiquette, Training, Language and Culture, 2019, 3(1), 8-22. DOI: 10.29366/2019tlc.3.1.1
Tszin T., From meaning to motivation: cognitive approach to the interpretation of resultative construction in the Chinese language, Issues of Applied Linguistics, 2023, No. 49, 99-122. DOI: 10.25076/vpl.49.05
Orlova S.N., Tsagolova A.S., Linguoculturological characteristics of the Englishlanguage advertising discourse, Issues of Applied Linguistics, 2017, No. 28, pp. 84-95.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.