Discursive practice of Chinese medicine advertising

Being a part of medical discourse, the discursive practice of Chinese advertising of medical products demonstrates current changes in Chinese society and, as a consequence, in discourse. The purpose of the study is to determine the national specifics of the discursive practice of advertising of medical products in China. To achieve this, an analysis of the structure of advertising messages, their syntactic and lexical features was carried out. Since the considered advertising messages represent a polycode text, metagraphic techniques typical for this advertising were also studied. The research material was advertising posters of medical products, the research methods used were discourse analysis, analysis of polycode texts, and the method of terminological analysis. As a result of the study, it was revealed that the analyzed advertising messages have a standard structure, similar syntactic and metagraphic techniques. However, at the lexical level, noticeable differences are found, caused by whether the advertised drug belongs to traditional Chinese medicine or to Western medicine. The analysis showed that despite the "Europeanization" of Chinese medical discourse, the discourse of traditional Chinese medicine continues to exist together with the discourse of Western medicine. This is observed in the mixing of discourses of Western and traditional Chinese medicine in the discursive practice of Chinese advertising of medical products