Table of Contents
Acknowledgements 11
Introduction: In the country of the blind, one eye is king 13
Chapter 1 The Chinese language: Introduction to the modular system 21
Comparison between Chinese and western languages 22
Features of the Chinese language 23
A few grammatical aspects 25
Short sentences 25
Asking questions 26
Affirmative or negative answer 26
Double negation as strong affirmation 27
Comparative and superlative forms 27
Classifiers 27
Variety of concepts 28
Directions 30
Pronunciation of Chinese 32
Transcription of Chinese characters 32
Pinyin 33
Bopomofo 33
The written Chinese language 34
Sorts of Chinese characters 34
Some examples of characters 36
The position of radicals 39
The writing of a Chinese character 40
The structure of Chinese characters 41
Evolution of the Chinese language 41
Classical Chinese 42
Combinations in modern Chinese 43
Fixed expressions 43
Creating new expressions in Chinese 44
Your own corporate vocabulary 45
An endless modular system? How many Chinese characters are there? 45
The 'right' translation 46
Learning Chinese without characters? 46
Chapter 2 Origin and development of Chinese characters 47
Evolution in writing style 50
Stages in the evolution of Chinese script 51
Big Seal 51
Li script 51
Grass script 51
Model script 51
Simplification of Chinese characters 52
Towards a restoration of complexity in the People's Republic? 55
Connection of contemporary with classical China 55
Chapter 3 Language and culture 57
Introduction: The links between Chinese language and culture 58
Link between the Chinese language and Chinese philosophy 60
1 A Confucian view on language 61
Confucianism: Introduction 61
A centralist organization 63
Confucian dynamic 65
Revival of Confucianism 65
Proverbs reflecting Confucian ideology 69
Confucian work ethics reflected in proverbs 71
Modern China: A harmonious society 72
Reflection of social status in titles 73
2 A Taoist view on language 74
Taoism: Introduction 74
Symbols 76
Terms of combined opposites 76
3 A communist view on language 78
4 Globalization and Chinese language 82
Chapter 4 Cycles and circles 83
Time concepts and linguistic terms referring to time 84
Time concepts in Chinese 87
Synchronic or chronologic 92
The meal as a reflection of cultural preferences 92
Chapter 5 Calligraphy and self-cultivation 95
Writing as moral education 96
The circle as the basis of calligraphy 98
Political power of calligraphy: Calligraphy of great communist leaders 99
Chapter 6 Language and identity 103
Mandarin, standard Chinese and local languages 104
Mandarin Chinese as lingua franca in Asia 104
Chinese who don't speak Chinese 106
'Becoming Chinese' 106
Mandarin Chinese: The standard for all Chinese 107
Globalization and localization 108
Insider-outsider ethics and language 109
Confucius Institutes: The international image of China 111
Preservation of traditional Chinese characters: Identity in China and Taiwan 113
Chapter 7 Political and social discourse 117
Introduction 118
1 Language as a political instrument throughout the ages 118
From Empire to Republic 118
From Republic to People's Republic 121
Pictorial language as political instrument 126
Golden communism 128
Government Policy transferred to language and pictorial language 129
Changes in discourse 131
Nationalism 133
Counter discourse 133
Economic policy via slogans 134
Environmental policy 135
2 Language as an instrument to civilize the people 136
Shanghai World Expo in 2010 138
3 Language as a societal instrument 139
Spiritual civilization 139
Everyone takes responsibility 143
A list of do's & don'ts 144
Red banners with white characters 145
Political propaganda in surprising places 146
4 Language as a strategic instrument 148
Good preparation 155
Material and rules 155
Chapter 8 Characteristics of communication in China 157
Introduction: Language as a commercial instrument 158
From planned economy towards a 'socialist economy with Chinese characteristics' 158
The arrival of advertising and commercials in China 160
General evolution in business communication 162
Advertising in China 164
Logos and brands 165
Translation of company and product names 167
Popular terms in product and company names 168
Mottos and corporate spirit 168
Classical language in advertising 169
Hybrid strategies in advertising 170
1 Confucian discourse: Hierarchy and harmony 171
The family as a central theme 172
Preference for a boy 173
Group orientation in promotion campaigns 174
Relationships and communication 176
Insider-outsider ethics 177
2 Taoist discourse 178
3 Communist discourse 179
4 Western discourse 181
Globalization 183
Good products have a history 184
Design: The aesthetic game of Chinese characters 185
Calligraphy in advertising 187
An inspiring advertisement: Translation pens 188
Other messages in advertising 191
One strong united China 191
Harmonious society and scientific development 192
Heroes as a role model in advertising 193
Hong Kong movie stars 195
Historical icons 196
5000 years of Chinese culture: Modern China's connection to traditional China 197
Bamboo books 198
Seals 198
Piling up Chineseness 199
Advertising and changes in Chinese society 200
Changing China 201
A successful image for China 202
Quality 203
Campaigns with a positive connotation 204
Advertising and the law 205
Impact of the government on advertising 206
Public space plastered with advertisements 207
Intellectual Property and copying 208
The Chinese customer 211
Group orientation in buying behavior 212
Customer service 213
Bad English translations: Chinglish 214
Epilogue 216
Bibliography 218
Index 224
