What is China

Advertising is a multi-million-dollar industry in China. China's progress in production and technology is highly important in that regard. COVID-19 first broke out in China and took hold of the entire world by the end of 2019, which compelled the attention of every country. In this context, as China is a dominant country in the advertising market across the world and is the place where the pandemic broke out, this study aims to examine the most striking ads of this period by offering a linguistic and visual analysis based on the affect dimension of Martin and White's appraisal theory. It was found that the three most frequently used elements in these ads were security, happiness, and inclination. Employment of these three elements in the advertising communication of the brands in the climate of anxiety and fear during COVID-19 has been considered an appropriate strategic approach.