Advertising as subculture of global communicative space

The present research is dedicated to the issue of advertising as one of significant systems of culture’s semiotics. In the given piece of work is examined the issue of Chinese advertising content (period of 2007—2008) which on top of everything is directed at giving favorable effect on physical and spiritual health of the nation, as well as at defending dignity and interests of the nation. For which reason advertising is considered as an instrument of transmission of the national culture of PRC. Advertising carries out a task of introducing goods and services, participates in the process of civilization development and succession of the traditional culture and thereby makes the environment for perception of national heritage in the frame of mass media, which we call “subculture of advertising” in the context of the given research.

Advertising, PRC, sub-culture, culture, tradition, semiotics, archetype