Культурные ценности Китая в рекламном тексте

Abstract

The paper considers the main cultural values which are reflected in advertising texts. The corpus of advertising messages (printed, TV and radio texts) of a two-year period is the material of the observation. Cultural values are the foundation of a successful advertising message and an advertising text itself acts as a translator and popularizer of these values. The analysis has revealed the conservatism of advertising in the relation to traditional values and norms in the Chinese society: harmony with nature, traditions, authority of elders, frugality, collectivism and the emerging of a relatively new phenomenon in the Chinese society‘s social practice – the cult of a child.