Decoding Controversial Campaigns: China's Ad Law and Political Symbols

Consumption has been replacing communism in China. To uncover the process and nuances of this transition, this research examines China’s advertising regulation and links it with China’s political ideology. The ideological components of China’s advertising law are analyzed to manifest the political correctness and cultural appropriateness. We select four advertising cases and use semiotic analysis to examine how political symbolism can and cannot be used to promote brands. We discuss why some ads violated ideological rules and others successfully transmitted desired ideological messages.



Citation:

Xin Zhao and Jeff Wang (2009) ,"Decoding Controversial Campaigns: China's Ad Law and Political Symbols", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 335-336.

Authors

Xin Zhao, University of Hawaii at Manoa, U.S.A
Jeff Wang, City University of Hong Kong, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

Changes in Environment Restore Self-Control

Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.