Analysis Of The Evolution Of Patriotic Discourse In National-Goods ADS

China has experienced three national-goods movements in modern history: the first national-goods movement from 1912-1937,the second national-goods movement from 1984-1998,and the third national-goods movement from 2016-present.All three national-goods movements had different political,economic and cultural backgrounds.As an important art of persuasion in business warfare,advertising has played an important role in stimulating national patriotic feelings,resisting foreign economic invasion,and serving national economic construction.The achievement of this effect relies mainly on the drive of two forces: patriotism and commercial interests.By analyzing the texts,images,emotions and themes of national-goods advertisements,this study deciphers the process of constructing patriotic themes in national-goods advertisements in different periods,reveals the profit-making considerations of national-goods merchants behind patriotism,and outlines the effect of national-goods advertisements on patriotism.By analyzing the texts,images,emotions and themes of national-goods advertisements,we interpret the process of constructing patriotic themes in national-goods advertisements in different periods,reveal the profit-making considerations of national-goods merchants behind patriotism,outline the reliance of national-goods advertisements on patriotic discourse and the intertwining of patriotism and commercial interests in national-goods advertisements,so as to provide references for subsequent national-goods advertisements,and summarize and reflect on the changes of patriotic discourse in national-goods advertisements.Based on the three national-goods movements in China,this study draws on discourse analysis to interpret the connotations and extensions of patriotic discourse in national-goods advertisements in different contexts,and then to see the relationship between advertising,people and society in them,which helps to broaden the perspective of advertising discourse research;at the same time,the study selects some patriotic discourse elements of national-goods advertisements in the three national-goods movements for analysis,which helps to provide reference for the current national-goods advertisements to continuously raise the national awareness of national-goods.