China’s Nation and Product Branding in New York’s Times Square in the Post-Beijing Olympics Era

Li, Hongmei 2020. China’s Nation and Product Branding in New York’s Times Square in the Post-Beijing Olympics Era. JOMEC Journal (15) , pp. 1-16. 10.18573/jomec.200

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Abstract

This paper compares and contrasts how the Chinese government brands China and how Chinese advertisers market their products in the United States after the Beijing Olympics. I focus on China’s publicity campaign in 2011, and various Chinese companies’ outdoor ads in New York’s Times Square. New York City (NYC) is a quintessential symbol of global capitalism and modernity in China’s imagination. I situate the analysis in the broader context of China’s public diplomacy in terms of neoliberal economics, the dialectics of nationalism and cosmopolitanism, and the gendered advertising culture in China. The article ends by discussing implications of these campaigns and the challenges that China and Chinese companies face when attempting to go global.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Subjects:	D History General and Old World > DS Asia E History America > E151 United States (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HE Transportation and Communications
Publisher:	Cardiff University Press
ISSN:	2049-2340
Date of First Compliant Deposit:	12 August 2020
Date of Acceptance:	7 July 2020
Last Modified:	08 May 2023 11:05
URI:	https://orca.cardiff.ac.uk/id/eprint/134176

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