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

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