Confucianism in China’s Nationally Oriented Advertising Text
The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the imp...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
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Tsentr nauchnykh i obrazovatelnykh proektov
2021-08-01
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| Series: | Научный диалог |
| Subjects: | |
| Online Access: | https://www.nauka-dialog.ru/jour/article/view/3030 |
| _version_ | 1797245597713956864 |
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| author | Yu. Wang E. N. Remchukova |
| author_facet | Yu. Wang E. N. Remchukova |
| author_sort | Yu. Wang |
| collection | DOAJ |
| description | The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields. |
| first_indexed | 2024-03-08T04:27:44Z |
| format | Article |
| id | doaj.art-03137607cd74480a8e3668d74a8ab1cf |
| institution | Directory Open Access Journal |
| issn | 2225-756X 2227-1295 |
| language | Russian |
| last_indexed | 2024-04-24T19:29:26Z |
| publishDate | 2021-08-01 |
| publisher | Tsentr nauchnykh i obrazovatelnykh proektov |
| record_format | Article |
| series | Научный диалог |
| spelling | doaj.art-03137607cd74480a8e3668d74a8ab1cf2024-03-25T14:31:06ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952021-08-010814916910.24224/2227-1295-2021-8-149-1691967Confucianism in China’s Nationally Oriented Advertising TextYu. Wang0E. N. Remchukova1Peoples’ Friendship University of RussiaPeoples’ Friendship University of RussiaThe article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.https://www.nauka-dialog.ru/jour/article/view/3030advertising discourseconfucianismmultimodal analysiscultural linguisticsvaluesnationally oriented advertisingchinamarketing linguistics |
| spellingShingle | Yu. Wang E. N. Remchukova Confucianism in China’s Nationally Oriented Advertising Text Научный диалог advertising discourse confucianism multimodal analysis cultural linguistics values nationally oriented advertising china marketing linguistics |
| title | Confucianism in China’s Nationally Oriented Advertising Text |
| title_full | Confucianism in China’s Nationally Oriented Advertising Text |
| title_fullStr | Confucianism in China’s Nationally Oriented Advertising Text |
| title_full_unstemmed | Confucianism in China’s Nationally Oriented Advertising Text |
| title_short | Confucianism in China’s Nationally Oriented Advertising Text |
| title_sort | confucianism in china s nationally oriented advertising text |
| topic | advertising discourse confucianism multimodal analysis cultural linguistics values nationally oriented advertising china marketing linguistics |
| url | https://www.nauka-dialog.ru/jour/article/view/3030 |
| work_keys_str_mv | AT yuwang confucianisminchinasnationallyorientedadvertisingtext AT enremchukova confucianisminchinasnationallyorientedadvertisingtext |