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.


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.


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


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

Share Proceeding

Featured papers

See More


In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More


Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

Read More


O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

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.