Chapter

Patterns of Global-Local Fusion in Chinese Internet Advertising

Doreen D. Wu

in Discourses of Cultural China in the Globalizing Age

Published by Hong Kong University Press

Published in print May 2010 | ISBN: 9789622099128
Published online September 2011 | e-ISBN: 9789882206847 | DOI: http://dx.doi.org/10.5790/hongkong/9789622099128.003.0006
Patterns of Global-Local Fusion in Chinese Internet Advertising

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This chapter investigates how multinational as well as local corporations in China creatively deploy linguistic and visual resources from both the global/Western and the local/Eastern in creating Chinese advertisements for promoting their products on the web. The Internet has become a dynamic force in China's cultural landscape. This chapter attempts to study the cultural transformations of China via an investigation of the image and language resources deployed by multinational as well as local corporations for promoting their products on the Internet. This study of Chinese Internet advertising provides a window on how China is assimilating global popular culture while maintaining and reinventing its local peculiarities.

Keywords: China; visual resources; Chinese advertisements; cultural production; Internet

Chapter.  4731 words. 

Subjects: Society and Culture

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