CHINESE ADVERTISING SLOGANS ON COVID-19 VACCINATION IN THE LIGHT OF LINGUOCOGNITIVE ANALYSIS

Abstract

The article discusses the the complex character of Chinese advertising slogans in the light of linguocognitive approach. It is considered of vital importance to conduct (1) semiotic analysis to find out the amount of monosemiotic and polysemiotic slogans, with denotative or/and connotative meanings; (2) pragmatic analysis to identify illocutionary acts, according to which the slogans can be classified as promising, having emotional and evaluative influences, informing and stimulating; (3) the analysis of cultural and national specifics, that reveal the expression of Confucian values in advertising slogans, selfidentity, references to history, national symbols. According to the carried research, the analysed slogans are defined as mostly polysemiotic, the information in which is expressed connotatively, through images, comparisons, metaphors and reference to the cultural specifics of the nation. The Chinese advertisements on Covid 19 Vaccination use a variety of different types of illocutionary acts to persuade recipients: the largest share occupy slogans promising the recipients life, health, a better future, etc. In addition, Chinese advertising slogans are characteristic of strong appeal to cultural, historical and national identity and properties.