Advertising in China: Reflections of Modernity and Glocalization
Proceedsings of the Hawai’i International Conference of Humanities and Arts
Place of Publication
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.
Advertising in China, modernity, glocalization
Wei Luo (2005).
Advertising in China: Reflections of Modernity and Glocalization. Proceedsings of the Hawai’i International Conference of Humanities and Arts. 3728-3755.