Advertising Liminality: Advertising As Liminal Space of Social Transformation in China

Most research on Chinese advertising relies on content analysis and compares cultural values reflected in advertising with those of other countries. Through a semiotic approach, we focused on the political aspects of Chinese advertising, and examined the role of advertising in the country’s transition to a consumer society. Our conception of advertising liminality examined the ritual of advertising during social transition and extended Sherry’s cultural framework of advertising. We also contributed to our field by applying semiotic approach to the studies of Chinese advertising.


Xin Zhao and Russell W. Belk (2006) ,"Advertising Liminality: Advertising As Liminal Space of Social Transformation in China", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 190-191.


Xin Zhao, University of Hawaii, USA
Russell W. Belk, University of Utah


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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