Nationalism to Go - Coke Commercials between Lifestyle and Political Myth
Nationalism 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.
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
|Order Information:|| Web: http://www.giga-hamburg.de/china-aktuell Email: |
When requesting a correction, please mention this item's handle: RePEc:gig:chaktu:v:38:y:2009:i:2:p:85-120. See general 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.