The study of Chinese language advertisements

Authored by: Doreen D. Wu , Chaoyuan Li

The Routledge Handbook of Chinese Applied Linguistics

Print publication date:  March  2019
Online publication date:  March  2019

Print ISBN: 9781138650732
eBook ISBN: 9781315625157
Adobe ISBN:

10.4324/9781315625157-29

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Abstract

This chapter aims to provide a review and critique of what has been achieved in the study of Chinese language advertisements and present further possible directions for future researchers in the field. Studies concerning Chinese language advertisements can be grouped into two categories: (1) researching the advertising discourse within the textual space and (2) researching the advertising discourse in the socio-cultural space. While it is apparent that the textual space cannot be isolated from the socio-cultural space in which an advertising discourse is produced, grouping of the studies into these two major categories more clearly delineates the research along the lines of their orientation and emphasis.

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