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16 - Advertising

from Part III - Other Signs

Published online by Cambridge University Press:  29 February 2024

Zheng-sheng Zhang
Zheng-sheng Zhang
Affiliation:
San Diego State University
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Summary

This chapter samples ads of three types: commercials, classified ads, and the so-called ‘small ads’. Ads can appeal to senses of good value, tradition and authenticity, novelty and popularity. To attract attention, they often employ rhetorical devices such as punning, parallelism, allusions to shared cultural knowledge, and unexpected juxtaposition for humorous effect.

Keywords

commercialclassified ad‘small ad’punningparallelismallusionauthenticityoldvalueformulaic
Type
Chapter
Information
Chinese Signs
An Introduction to China's Linguistic Landscape
 , pp. 149 - 159
Publisher: Cambridge University Press
Print publication year: 2024

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  • Advertising
  • Zheng-sheng Zhang, San Diego State University
  • Book: Chinese Signs
  • Online publication: 29 February 2024
  • Chapter DOI: https://doi.org/10.1017/9781108979603.019
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  • Advertising
  • Zheng-sheng Zhang, San Diego State University
  • Book: Chinese Signs
  • Online publication: 29 February 2024
  • Chapter DOI: https://doi.org/10.1017/9781108979603.019
Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • Advertising
  • Zheng-sheng Zhang, San Diego State University
  • Book: Chinese Signs
  • Online publication: 29 February 2024
  • Chapter DOI: https://doi.org/10.1017/9781108979603.019
Available formats
×