Abstract
The article presents an analysis of the discourse of the Chinese public service announcements, taking into account its national specifics, and analyses the correlation of verbal and visual components of polycode texts of public service announcements. The subject of the research is the national and cultural special features of the Chinese public service announcements discourse. The material was samples of public service announcements dedicated to traditional Chinese values, the basic values of socialism and the “Chinese dream” policy. The research methods were Shi Xu’s culturological discourse analysis method and method of analysis of polycode text proposed by M. B. Voroshilova. The results obtained confirm the validity of Shi Xu’s method, in which special attention is paid to the cultural and historical features of the PRC in the analysis of Chinese discourse, as well as the dominant role of the visual component in most of the polycode texts of the analysed public service announcements.
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