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.



Citation:

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.

Authors

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



Volume

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



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