Title

Advertising in China: Reflections of Modernity and Glocalization

Author(s)

Wei LuoFollow

Document Type

Article

Publication Date

Winter 2005

Publication Source

Proceedsings of the Hawai’i International Conference of Humanities and Arts

Inclusive pages

3728-3755

Place of Publication

Honolulu

Peer Reviewed

yes

Abstract

This paper traces the two distinct developmental phases in Chinese advertising history and analyzes specific foreign and local ads of each historical period. The study shows that advertising in China reflects the country’s encounter with global cultures, especially at the consumer markets in different eras. As reflected in the analyses of some sample ads, advertising in China mirrors modernity and sheds light on the process of the local interacting with the global and vice versa. The paper argues that such interactions are more accurately accounted for by the theory of glocalization (involving local adaptations of global influences) than with that of globalization (with the global overwhelming the local). In the process of glocalization, as the examination of advertising in China shows, the relationship between the local and global turns out to be dialectical and dynamic, with both integrated to create a changing world of diversity and hybridity.

Keywords

Advertising in China, modernity, glocalization

Disciplines

Communication