The Chinese media recently have discovered a new type of social advertisement - the ecological advertisement. The article considers the linguistic peculiarities of ecological advertisement discourse with reference to the mode of broadcast (video or text). It also analyses the content and the choice of linguistic means used to transfer the imagery including rhyme, formal resemblance of chengyu, ellipse, refrain.
中国媒体最近发现了一种新型的社会广告，便是生态广告。文章参考广播（视频或文本）模式来考虑生态广告话语的语言特点。还分析了用于传递意象的内容和语言手段的选择，包括押韵，成语的形式相似，省略法，叠句。