Imagined Nationhood: Advertising Nationalism in Republican Shanghai

In this paper, we seek to understand how advertising reflects and contributes to the construction of an imagined nationhood. We examine through a semiotic analysis how nationalism was constructed and reinterpreted in Chinese print advertising to promote consumption in Republican Shanghai (1912-1949). Shanghai at the time was world’s fifth largest city with a rampant consumer culture and a highly sophisticated advertising infrastructure. The study of China’s first encounter with global brands may also help to understand advertising and branding in contemporary China.


Xin Zhao and Russell Belk (2009) ,"Imagined Nationhood: Advertising Nationalism in Republican Shanghai", 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: 151-151.


Xin Zhao, University of Hawaii at Manoa, USA
Russell Belk, York University, USA


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

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