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.
Citation:
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.
Authors
Xin Zhao, University of Hawaii, USA
Russell W. Belk, University of Utah
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006
Share Proceeding
Featured papers
See MoreFeatured
How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister
Stephanie Kogler, University of Innsbruck, Austria
Featured
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria
Featured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium