ABSTRACT
In order to demonstrate the empirical viability of the critical-cognitive approach, Chinese-English bilingual advertisements were collected. Chapter 5 primarily introduces the background information about the practices of advertising and consumption in mainland China, as well as the situation of English and its ideologies there. It also discusses in detail how data was collected and what methods were applied in empirical analysis. Additionally, the chapter presents the quantitative findings of data in terms of products, English occurrence in different structural domains and structural patterns of English mixing, on the basis of which the qualitative thematic analysis can be conducted for reliable and generalizable results to its largest extent.
