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

Puppin, Giovanna 2020. Forty Years of the Return of Advertising in China (1979–2019): A Critical Overview. JOMEC Journal (15) , pp. 1-19. 10.18573/jomec.201

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Abstract

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 growth: 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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Subjects:	D History General and Old World > DS Asia 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:	02 May 2023 22:37
URI:	https://orca.cardiff.ac.uk/id/eprint/134177

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