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The article discusses the the complex character of Chinese advertising slogans in the light of linguocognitive approach. It is considered of vital importance to conduct (1) semiotic analysis to find out the amount of monosemiotic and polysemiotic slogans, with denotative or/and connotative meanings; (2) pragmatic analysis to identify illocutionary acts, according to which the slogans can be classified as promising, having emotional and evaluative influences, informing and stimulating; (3) the analysis of cultural ...