Overview
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
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Table of contents (6 chapters)
Keywords
About this book
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.
Reviews
“This book adds new perspectives to Chinese advertising research by addressing political, economic, cultural, and historical elements previously ignored. … it offers insights into the careful examination of Chinese advertising multimodal discourse for follow-up CDA investigations. The author’s implementation of the diachronic method provides a model for analyzing dynamic data that are constantly evolving.” (Ke Li and Youping Jing, Discourse & Society, Vol. (32) 4, 2021)
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Critical Discourse Analysis of Chinese Advertisement
Book Subtitle: Case Studies of Household Appliance Advertisements from 1981 to 1996
Authors: Chong Wang
DOI: https://doi.org/10.1007/978-981-10-4621-6
Publisher: Springer Singapore
eBook Packages: Social Sciences, Social Sciences (R0)
Copyright Information: Shanghai Jiao Tong University Press and Springer Nature Singapore Pte Ltd. 2017
Hardcover ISBN: 978-981-10-4620-9Published: 12 July 2017
Softcover ISBN: 978-981-13-5184-6Published: 09 December 2018
eBook ISBN: 978-981-10-4621-6Published: 04 July 2017
Edition Number: 1
Number of Pages: XXXIII, 260
Number of Illustrations: 3 b/w illustrations, 24 illustrations in colour
Topics: Applied Linguistics, Semiotics