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Tkachuk E.A. [Reflection of basic values in Chinese environmental social advertising] World of Science. Series: Sociology, Philology, Cultural Studies, 2019, Vol. 10, No. 4. Available at: https://sfk-mn.ru/PDF/64FLSK419.pdf (in Russian).

Reflection of basic values in Chinese environmental social advertising

Tkachuk Ekaterina Alexandrovna
Kuban state university, Krasnodar, Russia
E-mail: xiangjiao@inbox.ru

Abstract. The article is a part of a dissertation research on the theme «Reflection of basic values in Chinese social advertising».

The research was carried out within the framework of a socio-psychological approach to the analysis of the graphic component of advertising banners and advertising texts and is based on the study of the basic values of Schwartz (Schwartz, 1992), the mechanisms of understanding of polymodal texts by A.G. Sonin (Sonin, 2006), the analysis of the linguistic and cultural characteristics of Chinese social advertising Pei Caixia (Pei Caixia, 2019). The research seeks to identify the basic values to which Chinese environmental social advertising appeals. The material of the study were 7 advertising banners from the Internet. The object of the study is Chinese social advertising as a specific polymodal text, the subject is the nature and methods of representing the basic values in the type of advertising text under study.

Research methods: observation, semantic, component analysis of the text.

The article consists of two parts – theoretical and practical. In the theoretical part, the definition of basic values, antivalues is given, a brief description of the three main religious and philosophical teachings of the People’s Republic of China is given, their basic values, as well as values at the present stage of China’s development are listed, their summary table is given. The theoretical part also contains information on the history of social advertising in China, its research, the object of study is considered as a polymodal text.

In the practical part of the article, 7 banners selected from the Internet by the continuous sampling method are analyzed. Advertising texts are studied using methods such as observation, components of component analysis (distinguishing differential and integral semes of words), as well as contextual analysis of advertising and revealing the structural relationship between its verbal and non-verbal components.

As a result of the research: (1) Chinese basic values were represented and grouped, incorporating the three basic teachings (Buddhism, Confucianism, Taoism); (2) basic values to which the Chinese environmental social advertising appeals are highlighted from them. The research reflects the specifics of Chinese social advertising aimed at protecting the environment and indicates the direction for its further study.

Keywords: basic values; Chinese basic values; social advertising; environmental social advertising; Buddhism; Taoism; Confucianism; environmental protection

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