Cultural Characteristics in the Public-Service Advertising Texts in China

Abstract

The article is devoted to the study of cultural characteristics of public advertising, which is aimed not only at the commercial promotion of commodities and services, but also at the promotion of morals in a society. The thematic categories reflecting the most pressing problems of modern China have been analyzed. Thus, the problems of ecology and environmental protection, family relations, care for seniors and children in families form the focus of public advertising. According to the research, a significant and inseparable part of public advertising is the one based on traditional culture. It helps people to improve the quality of life and provide the sustainability of Chinese traditional culture now and in the future. Of great interest are the texts formed by game of Chinese characters (hieroglyphs) producing a special effect due to the peculiarities of Chinese writing and creating rich imaginative series. The research material consists of 78 social advertising texts reflecting the principles of philosophical and religious teachings and the texts based on traditional Chinese culture. The authors of the article believe that public advertising texts reflect the characteristics of Chinese culture and can serve as a guideline for the upbringing of the spiritual ideal in modern China.