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

ISBN-13: 9789811046209 / Angielski / Twarda / 2017 / 260 str.

Chong Wang

Opis

This book reflects the chronological changes in Chinese cultural values, social relations, economy and politics by critically analyzing the Chinese advertising discourse.

Recenzje

"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)

Spis treści

ABSTRACT                                                                                     

INTRODUCTION                                                                               

Chapter 1 The Context of Chinese Advertising Development before and after 1978                                 

1.1 Chinese Advertising before 1978                                                          

1.2 Chinese Advertising after 1978                                                           

1.2.1 Phase One – recovery (1979-1981)                                                      

1.2.2 Phase Two - early growth (1981-1991)                                                   

1.2.3 Phase Three – rapid development (1992-2002)                                           

1.2.4 Phase Four – full development (2002- present)                                            

1.3 Household appliance development and its advertising                                     

Chapter 2 Review of the Literature                                                       

2.1 Brief Review of Language Studies of Chinese Advertising                                

2.2 Approaches to the Language of Advertising in China                                        

2.2.1 Description of the language of advertising                                                 

2.2.2 Rhetorical analysis of advertising                                                         

2.2.3 The production of the language of advertising                                             

2.3 Notions of Ideology                                                                          

2.3.1 Karl Marx’s concept of ideology                                                              

2.3.2 Antonio Gramsci’s view of ideology                                                        

2.3.3 Louis Althusser’s concept of Ideology                                                       

2.3.4  The ideology of John B. Thompson                                                      

2.3.5 Norman Fairclough’s perspective on ideology                                            

2.4 Mainstream Ideology in China                                                             

2.4.1 The traditional Chinese ideology                                                          

2.4.2 Ideology of modern Chinese Society (1919-)                                            

2.4.3 Chinese ideology after 1978                                                             

2.4.4 Political situation in China before and after 1978                                           

2.5 Ideology Perpetuated in Advertising                                                          

2.6 Comprehension of Ideology in Advertising                                                   

2.7 Approaches to Ideology in Advertising                                                       

2.8 On Critical Discourse Analysis                                                                

2.8.1 Notions of CL and CDA                                                                     

2.8.2 Taking CDA approach for my research                                                      Chapter 3 Methodology and Research Design                                             

3.1 An Overview of the Research Framework                                                    

3.2 Research Design and Methods                                                              

3.2.1 Visual discourse analysis                                                                 

3.2.2 Verbal textual analysis                                                                  

3.2.3 Altheide’s qualitative media analysis                                                      

3.3 Research Procedure                                                                        

3.3.1 Documents                                                                               

3.3.2 Choosing the primary documents (source of data)                                        

3.3.3 Protocol development                                                              

3.3.4 Sampling strategies for data collection                                                   

3.3.5 Data collection                                                                              

3.3.6 Data analysis                                                                            

Chapter 4  Analysis of Profiles and Visual Discourse                                    

4.1 Profiles of Advertisements                                                                 

4.1.1 The advertised products                                                                 

4.1.2. Contents and ideological work of the advertisements                                     

4.1.2.1 Contents of the three periods                                                          

4.1.2.2 Ideological work of the advertisements                                               

4.1.3 Colors of headlines and backgrounds                                                     

<4.1.3.1 Ideological work of the colors                                                          

4.2 Visual Discourse                                                                            

4.2. 1 Appearance                                                                              

4.2.1.1 Age, gender, ethnicity                                                                  

4.2.1.2 Hairstyles                                                                             

4.2.1.3 Body                                                                                  

4.2.2 Manner in human images                                                               

4.2.2.1 Facial expression                                                                       

4.2.2.2 Eye contact                                                                            

4.2.2.3 Pose                                                                                   

4.2.3 Clothing                                                                                

4.2.3.1 Clothing                                                                              

4.2.3.2 Cloth color                                                                           

4.2.4 Props and Settings                                                                      

4.2.4.1 Props                                                                                  

4.2.4.2 Settings                                                                               

Chapter 5 Verbal Discourse Analysis                                                     

5.1. Analysis of Vocabulary                                                                    

5.1.1. Words of experiential values: proper nouns                                             

5.1.2 Words of relational values: personal pronouns                                          

5.1.3. Words of expressive values: nominal groups                                          

5.2 Analysis of Grammar                                                                     

5.2.1 Grammar of experiential values: transitivity                                           

5.2.2 Grammar of relational values: clausal analysis                                           

5.2.2.1 Declarative modes of advertisements                                                  

5.2.2.2 Clauses in the headlines with the pronoun “you”                                      

5.2.2.3 Nouns of relational value in the third period                                           

5.2.3 Grammar of expressive values: predicates and modality                                

5.2.3.1 Expressive values of predicates                                                       

5.2.3.2 Expressive values of modality                                                         

5.3 Intertextuality in Advertising Discourse                                                  

Chapter 6 Conclusion                                                                         

6.1 Answers to Research Questions                                                              

6.2 Contributions                                                                                

6.3 Issues                                                                                       

6.4 Limitations of the Analysis                                                                 

6.5 Suggestions for Further Research                                                            

Bibliography                                                                                  

Appendices                                                                                  

O autorze

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.

Blurb

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.