Nationalism to Go - Coke Commercials between Lifestyle and Political Myth
AbstractNationalism in the sense of symbols or actions glorifying the fatherland can be detected in many Chinese commercials today. In the form of a mythical narration, various aspects of an idealized China image are communicated, an image designed to bring about a sense of identity for all Chinese people. While first and foremost serving consumer preferences, these emotionally charged constructions of a “super nation” can also be interpreted in an ideological sense. Seen against the background of the public discourse on patriotism underway since 1989, this “Sinization” of advertising suggests the more or less subtle influence of party-state propaganda. In analysing TV commercials and interpreting their content, the ambivalent position and general background of advertisers must, however, be kept in mind. Even as they attempt to address and leverage popular trends, these advertisers are part of the community that has shaped the worldviews and values (some of them ideological) that are also reflected in the ads.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Institute of Asian Studies, GIGA German Institute of Global and Area Studies, Hamburg in its journal Journal of Current Chinese Affairs - China aktuell.
Volume (Year): 38 (2009)
Issue (Month): 2 ()
Contact details of provider:
Postal: Neuer Jungfernstieg 21, D-20354 Hamburg
Phone: +49 (0)40 42825-593
Fax: +49 (0)40 42825-547
Web page: http://www.currentchineseaffairs.org
More information through EDIRC
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Karsten Giese) or (Heike Holbig).
If references are entirely missing, you can add them using this form.