This study focuses on Sina Weibo as the research platform, constructing a corpus of Traditional Chinese Medicine (TCM) marketing content spanning 2019-2024. By integrating four analytical dimensions—evaluative markers, personal pronoun features, sentiment analysis, and genre characteristics—we employ mixed quantitative and qualitative methods to investigate misinformation discourse patterns in TCM promotional posts. Key findings reveal: 1) Frequent use of intensifiers in TCM content that exaggerate therapeutic efficacy; 2) Strategic deployment of personal pronouns demonstrating persuasive tactics to enhance reader immersion and behavioral intent; 3) Dominance of positive sentiment with observable emotional manipulation tendencies; 4) Highly templatized genre structures forming deceptive logical chains through “authority + expertise + call-to-action” rhetorical moves. The research systematically identifies the prototypical discourse features of deceptive TCM marketing, aiming to provide theoretical foundations for optimizing TCM communication practices and purifying online health information ecosystems.
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