Featured Research

from universities, journals, and other organizations

Comrades To Consumers: Advertisements In Chinese Media

Date:
July 17, 2008
Source:
University of Chicago Press Journals
Summary:
A new study looks at the role advertising has played in China's transformation. Researchers analyzed advertisements in the Chinese media for clues on how sociological and ideological change has taken place in the People's Republic.

From ancient Arabian traders to Marco Polo’s followers, merchants have tried to transform China’s massive population into materialistic consumers. In less than 30 years, millionaires, pop stars, and “Mongolia Cow Yogurt Super Girls” have replaced Mao’s working-class heroes. How did China become a consumerist society in such short order?

A new study in the Journal of Consumer Research looks at the role advertising has played in China’s transformation. Authors Xin Zhao (University of Hawaii at Manoa) and Russell W. Belk (York University, Toronto) analyzed advertisements in the Chinese media for clues on how sociological and ideological change has taken place in the People’s Republic.

Advertising is the major propaganda vehicle for consumerism, and an excellent arena to explore China’s changing values, explain the authors: “We examine how advertising appropriates a dominant anti-consumerist political ideology to promote consumption within China’s social and political transition.”

The researchers studied advertisements in the People’s Daily, the oldest and largest newspaper in China, as well as additional sources. By taking a close look at the ads, the authors observed the ways advertisers utilized communist symbols and messages. “Throughout the 1980s and even today, sacred political icons such as red stars and red flags, which used to be closely connected with the power and ideology of Chinese communism, have often been co-opted in advertising to promote consumer goods from color TVs to refrigerators,” write the authors.

The research examined how advertisers transformed socialist economic goals of modernization into consumer messages designed to make consumers feel they were a part of China’s transformation.

The authors believe that China’s lessons are applicable to other developing economies. “Never in the course of human history have a larger number of people gained more wealth in such a short time. China provides an unprecedented opportunity to examine the rise of consumerism in the contemporary world and similar patterns likely exist in other societies,” the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Zhao et al. Politicizing Consumer Culture: Advertising’s Appropriation of Political Ideology in China’s Social Transition. Journal of Consumer Research, 2008; 35 (2): 231 DOI: 10.1086/588747

Cite This Page:

University of Chicago Press Journals. "Comrades To Consumers: Advertisements In Chinese Media." ScienceDaily. ScienceDaily, 17 July 2008. <www.sciencedaily.com/releases/2008/07/080717092100.htm>.
University of Chicago Press Journals. (2008, July 17). Comrades To Consumers: Advertisements In Chinese Media. ScienceDaily. Retrieved April 24, 2014 from www.sciencedaily.com/releases/2008/07/080717092100.htm
University of Chicago Press Journals. "Comrades To Consumers: Advertisements In Chinese Media." ScienceDaily. www.sciencedaily.com/releases/2008/07/080717092100.htm (accessed April 24, 2014).

Share This



More Mind & Brain News

Thursday, April 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Study Says Most Crime Not Linked To Mental Illness

Study Says Most Crime Not Linked To Mental Illness

Newsy (Apr. 22, 2014) A new study finds most crimes committed by people with mental illness are not caused by symptoms of their illness or disorder. Video provided by Newsy
Powered by NewsLook.com
How Smaller Plates And Cutlery Could Make You Feel Fuller

How Smaller Plates And Cutlery Could Make You Feel Fuller

Newsy (Apr. 22, 2014) NBC's "Today" conducted an experiment to see if changing the size of plates and utensils affects the amount individuals eat. Video provided by Newsy
Powered by NewsLook.com
Do We Get Nicer With Age?

Do We Get Nicer With Age?

Newsy (Apr. 22, 2014) A recent report claims personality can change over time as we age, and usually that means becoming nicer and more emotionally stable. Video provided by Newsy
Powered by NewsLook.com
How to Master Motherhood With the Best Work/Life Balance

How to Master Motherhood With the Best Work/Life Balance

TheStreet (Apr. 22, 2014) In the U.S., there are more than 11 million couples trying to conceive at any given time. From helping celebrity moms like Bethanny Frankel to ordinary soon-to-be-moms, TV personality and parenting expert, Rosie Pope, gives you the inside scoop on mastering motherhood. London-born entrepreneur Pope is the creative force behind Rosie Pope Maternity and MomPrep. She explains why being an entrepreneur offers the best life balance for her and tips for all types of moms. Video provided by TheStreet
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins