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On the issue about the features of social advertising communications in contemporary Chinese society
Ma Liya

post-graduate student of the Department of Cultural Studies at Siberian Federal University

660041, Russia, Krasnoyarsk Region, Krasnoyarsk, prospect Svobodnyi, 79, room No. 452

ma-liya@bk.ru

 

 

Abstract.

Subject of research - the specificity of social communications in modern Chinese advertising. Chinese advertising displays basic cultural values, which are encoded in the Chinese national picture of the world. The form and content of Chinese advertising texts are a combination of two opposite aspects: the global mass culture with its cliches and stereotypes, on the one hand, and the Chinese traditional culture with its characters, symbols, images, reproducing in this culture for thousands of years. Research on the effectiveness of Chinese advertising show that its effectiveness is related to the appeal to the basic ideals, norms and traditions.The main method of research - a review of scientific publications on the subject of representation of basic cultural values in advertising in contemporary China. Reviewed and analyzed the most cited publications on the reflection of Chinese standards and ideals in advertising signs, images, symbols. We agree with those scientists who believe that the Chinese regional culture quite successfully opposed a profound impact on her stamps global mass culture.Modern social studies Chinese advertising show that the political managers of modern China have learned to use advertising images, texts for the construction of national values. However, there is temporal dynamics, revealing the effectiveness of westernized advertising images when they are turned to the younger generation of modern China, living in the city and having a high income. The mass consumer market of China upbeat advertisements, which encoded the fundamental social and cultural values, uses traditional artistic images.

Keywords: China, representation, the advertising text, cultural identity, cultural studies, social values, social communication, social studies, traditional culture, globalization

DOI:

10.7256/2409-7144.2015.2.14458

Article was received:

12-02-2015


Review date:

13-02-2015


Publish date:

20-02-2015


This article written in Russian. You can find full text of article in Russian here .

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