Analyzing Hanyu Shuiping Kaoshi Vocabulary Levels in Chinese Food Brand Advertisements on the Weibo Social Media Platform in 2024

Abstract

This quantitative research with qualitative interpretation analyzes 1) the distribution of Chinese vocabulary in Hanyu Shuiping Kaoshi (HSK) levels in leading Chinese food brand advertisements on the Weibo platform in 2024; 2) frequency of vocabulary usage in levels 1 to 9; and 3) vocabulary item characteristically absent from HSK vocabulary lists in advertising language. Data is collected from ten major Chinese food company advertisements with 18,156 words, including 3,355 unique words. Comparison to HSK Levels 1 to 9 vocabulary lists shows that the vocabulary covers all levels, with items not in the HSK lists comprising the largest proportion (46.29%). These non-HSK items are placed in three key categories: food and brand-specific; marketing and promotional; and internet-based atmospheric. Next, high-level vocabulary (HSK 7 to 9) is at 11.92%, with elementary to intermediate levels (HSK 1 to 6) at 4.77% to 8.88% of the total. In terms of frequency, basic words such as “的”, “一”, “吃”, “来”, and “你” appeared oftenest, reflecting structural simplicity and strategic semiotic use. These findings suggest a gap between textbook language and commercial language use, which may help to develop foundational business Chinese vocabulary and promote digital literacy through informal language learning in society today.