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Forty Years of the Return of Advertising in China (1979–2019): A Critical Overview

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journal contribution
posted on 30.07.2020, 15:11 by Giovanna Puppin
Despite advertising now being ubiquitous in China, the phenomenon is still considered to be relatively new. It was officially reintroduced after the Maoist years, thanks to the economic reforms and opening-up policy initiated by Deng Xiaoping in 1979. Advertising has seen tremendous growth over the past 40 years and is now acknowledged as an indispensable tool in the country’s economic expansion: it fuels domestic consumption and is the main source of income for the national media. In 2011, China became the second biggest advertising market in the world, but the Chinese authorities still have an ambivalent attitude towards it. Although advertising is a key creative industry in China and is strongly supported by the government, through dedicated plans and policies, it tends to be strictly aligned with the Party-State’s political agenda and, as a result, it is heavily regulated and required to help with the construction of a socialist spiritual civilisation. This article provides the first comprehensive and up-to-date critical overview of the 40 years since the return of advertising in China, addressing its history, growth, recent trends and government regulation, as well as the development of its counterpart for the common good –public service advertising.

History

Citation

JOMEC Journal 15, ‘Advertising China’, ed. Sally Chan and Rachel Phillips, 1-19. DOI: https://doi.org/10.18573/jomec.201

Author affiliation

School of Media, Communication and Sociology

Version

VoR (Version of Record)

Published in

JOMEC Journal

Volume

15

Pagination

1 - 19

Publisher

Cardiff University Press

issn

2049-2340

eissn

2049-2340

Acceptance date

07/07/2020

Copyright date

2020

Available date

22/07/2020

Language

en

Publisher version

https://jomec.cardiffuniversitypress.org/articles/abstract/10.18573/jomec.201/