Linguistic Analysis in Chinese Advertising of Mistine Sunscreen Products

Abstract

This research aimed to analyze Chinese-language advertisements for Mistine sunscreen products in the Chinese market, with an emphasis on word choice, expressions, and communication styles. Using a qualitative framework, 32 advertisements were collected from Mistine’s official Weibo account between 2023 and 2024. Through purposive sampling and linguistic analysis, the researcher compared the original Chinese wording with the Thai translations to identify and categorize language strategies that reveal beauty values in Mistine’s advertising. The results indicated that five language strategies—lexical choice, citation, question-and-answer formats, imagery, and rhetorical questions—were most frequently used in advertisements. Additionally, these strategies were related to Chinese culture and beauty values and contributed to social beauty discourse by using word choices and expressions to establish beauty standards. The reproduction of beauty discourse in advertising reflected the social construction of beauty standards in China.