Zhengzhou University, China, Henan Province, alex9526qun@yandex.com Moscow State Linguistic University, Russia, Moscow, pishchalnikova@mail.ru
The formation of a system of values is a continuous cultural and historical process, largely determined by the traditions and customs of an ethnic group / nation. A special place in the promotion of traditional values, which form the basis of the current socialist values of China, is represented by holidays, which reflect the basic moral and ethical ideas, specific forms of cognitive activity, aesthetic views. The authors demonstrate the importance of these forms of awareness of the world through the ex-ample of polycode texts of commercial advertising associated with the Mid-autumn holiday.
value system; commercial advertising; traditional values; cultural symbol.
For citing: Qu Yun, Pishchalnikova V.A. (2024). Reflection of cultural values in Chinese commercial advertising. Ethnopsycholinguistics, 1(16), 7-19. DOI: 10.31249/epl/2024.01.01