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Critical Discourse Analysis of Chinese Advertisement

Case Studies of Household Appliance Advertisements from 1981 to 1996

  • Book
  • © 2017

Overview

Authors:
  1. Chong Wang

    1. Beijing Language and Culture University , Chaoyang District, Beijing, China

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  • 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)

  1. Front Matter

    Pages i-xxxiii
    Download chapter PDF

  2. The Context of Chinese Advertising

    • Chong Wang
    Pages 1-13

  3. Studies on the Advertising and Ideology

    • Chong Wang
    Pages 15-53

  4. Tackling Ideologies in the Chinese Advertising

    • Chong Wang
    Pages 55-75

  5. Displaying Profiles and Visual Discourse of the Chinese Household Appliance Advertising

    • Chong Wang
    Pages 77-139

  6. Understanding Verbal Discourse of the Chinese Household Appliance Advertising

    • Chong Wang
    Pages 141-193

  7. Conclusion

    • Chong Wang
    Pages 195-205

  8. Back Matter

    Pages 207-260
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Keywords

About this book

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.


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

  • Beijing Language and Culture University , Chaoyang District, Beijing, China

    Chong Wang

About the author

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.

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

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