Social Advertising in Aspect of Addressee-Addresser Relations

Abstract

In the article, by the material of Chinese social advertising texts, the addressees with direct verbal, visual and verbal-visual reference are modeled. The socio-anthropocentric parameters of the addressee of Chinese social advertising texts are established. It is revealed that the dominant parameters of reference of social advertising in China at the present time are: age, family roles, professional affiliation, and nationality. The paper proves that the Chinese social advertising in the aspect of “addressee-addresser relations” performs the function of forming public opinion on socially significant aspects of society, the function of inculturation of the younger generation, encourages students to take responsibility for their studies and civil servants - to their professional duties, draws attention to the problems of relationships in the family both between spouses and between children and their parents, grandparents, encourages young people to take a more responsible attitude to marriage, raising children. It also performs the function of prevention of accidents and crimes related to the ignorance of young parents about the dangers of their young children and adolescents. The prospect of the study is to establish the linguistic and visual features of social advertising in China for recipients distinguished on a gender basis and according to the administrative-territorial division of the country.

Keywords

• social advertising
• addressee of social advertising
• functions of social advertising
• manipulation
• propaganda