Abstract: Modern Chinese scripts of “heartful wishes”, “cordial greetings”, etc. express fully the “harmonious” cognitive psychology of the Han nation. In addition to its “courteous” feature, modern Chinese script of heartful wishes has its own linguistic characteristics. As far as pragmatic cognitive value is concerned, it has its particular context, interpersonal, time and style values.

Key words: script of heartful wishes, context value, interpersonal value, time value, style value