Critical Discourse Analysis of Chinese Advertisement : Case Studies of Household Appliance Advertisements from 1981 to 1996

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 -...

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Bibliographic Details
Main Author: Wang, Chong. (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language: English
Published: Singapore : Springer Singapore : Imprint: Springer, 2017.
Subjects:
Linguistics.
Applied linguistics.
Semiotics.
elektronické knihy
electronic books
ISBN: 9789811046216
Physical Description: XXXIII, 260 p. 27 illus., 24 illus. in color. online resource.

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Table of contents

LEADER 03228nam a22003735i 4500
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005 20240914113830.0
006 m o d
007 cr nn 008mamaa
008 170704s2017 si | s |||| 0|eng d
020 |a 9789811046216 
024 7 |a 10.1007/978-981-10-4621-6  |2 doi 
100 1 |a Wang, Chong.  |e author. 
245 1 0 |a Critical Discourse Analysis of Chinese Advertisement :  |b Case Studies of Household Appliance Advertisements from 1981 to 1996 /  |c by Chong Wang. 
264 1 |a Singapore :  |b Springer Singapore :  |b Imprint: Springer,  |c 2017. 
300 |a XXXIII, 260 p. 27 illus., 24 illus. in color.  |b online resource. 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
505 0 |a 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. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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. 
650 0 |a Linguistics. 
650 0 |a Applied linguistics. 
650 0 |a Semiotics. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
710 2 |a SpringerLink (Online service) 
776 0 8 |i Printed edition:  |z 9789811046209 
856 4 0 |u https://proxy.k.utb.cz/login?url=http://dx.doi.org/10.1007/978-981-10-4621-6  |y Plný text 
992 |c NTK-SpringerSOCS 
999 |c 102271  |d 102271 
993 |x NEPOSILAT  |y EIZ 

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