Linguistic and cultural features of modern social advertising in China

The paper analyses the linguistic and cultural features of social advertising in China at the present stage through the history of the formation and development of Chinese social advertising. The analysis of more than 100 advertising texts identified the most widely used linguistic and paralinguistic figures of speech. The study showed the particular importance of studying the linguistic and cultural aspect of social advertising in order to better understand the basic cultural values of the Chinese people and their mentality in general.

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