Characteristics of Advertising Slogans on TikTok and Their Application of Chinese Teaching in Thailand

Name: Zhang Lu

LCSH: Chinese language -- Usage

ThaSH: Chinese language -- Terms and phrases

ThaSH: Advertising

Abstract: This paper mainly focuses the use of advertising slogans on TikTok by the 3rd year students in Chinese International Trade and summarizes the effective suggestions both for Thai Chinese teachers and Thai Chinese learners on how to better teach or learn the advertising slogans on TikTok. First, the author analyzed the stylistic features of Chinese advertising slogans on TikTok (2020) and their cultural characteristics, then examined the situation of using advertising slogans on TikTok by the Chinese learners of the Chiang Rai Rajabhat University and their influential effects, and finally offered effective teaching suggestions for application of advertising slogans on TikTok in Chinese teaching in Thailand. The author used the questionnaire as the research tool of this paper to conduct the survey on the situation of using advertising slogans on TikTok by 35 third-year students from Chinese International Trade at Chiang Rai Rajabhat University. The stylistic features and cultural characteristics of 10 advertising slogans on TikTok in the year of 2020 were 1) phonetic features: beats (57%), rhyme (23%), homophone (12%), reiterative locutions (2%); 2) lexical features: conventional idioms (19%), newly created words (15%), classical poetry (7%); 3) syntactic features: declarative sentences (88%), imperative sentences (5%), exclamatory sentences (7%); 4) cultural features: people orientation (35%), family emotions (23%), patriotism (5%). The questionnaire results indicated that Thai Chinese learners showed a relatively high cognitive degree of the simple and intuitive stylistic features of advertising slogans on TikTok: reiterative locutions (100%), idioms (90%), declarative sentences (100%); however, they showed a relatively low cognitive degree of the stylistic features which were not simple and intuitive, for example, phonetic rhyme (31%), new words (47%), imperative sentences (47%), people orientation (36%). TikTok advertising slogans showed certain influential effects on Thai Chinese learners, for examples, correcting pronunciation (94%), increasing vocabularies (91%), knowing new words (84%), learning popular language (78%), understanding traditional Chinese culture (47%), increasing the learning difficulty (47%), and differences between Chinese teaching in classroom and advertising slogans on TikTok (41%). The suggestions for Thai Chinese teachers and Thai Chinese learners on how to teach or learn advertising slogans on TikTok were, for example, 1) Teachers can combine the advertising slogans on TikTok with the textbooks to make them serve as a supplement to the contents of the textbooks and cognitive strategies. 2) Thai Chinese learners can use TikTok as social network media resources to learn Chinese, interact with Chinese friends, and discuss with teachers.

Chiang Rai Rajabhat University. Academic Resources and Information Technology Center

Address: CHIANG RAI

Email: arit@crru.ac.th

Name: Sahattaya Sittivised

Role: Major Advisor

Name: Wanwirat Tungkavet

Role: Co-Advisor

Created: 2022

Modified: 2566-07-18

Issued: 2023-07-18

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Arts

Level: Master's Degree

Descipline: Teaching Chinese

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