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Adeology: Advertising as a battlefi...

Zhao, Xin.

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Adeology: Advertising as a battlefield of rival ideologies in transitional China.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Adeology: Advertising as a battlefield of rival ideologies in transitional China./
Author:	Zhao, Xin.
Description:	200 p.
Notes:	Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.
Contained By:	Dissertation Abstracts International66-03A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3167517
ISBN:	0542030195

Adeology: Advertising as a battlefield of rival ideologies in transitional China.
Zhao, Xin.

Adeology: Advertising as a battlefield of rival ideologies in transitional China. - 200 p.

Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.

Thesis (Ph.D.)--The University of Utah, 2005.

Most research on Chinese advertising focuses on cultural values reflected in advertisements and compares them with those of other countries. This dissertation seeks to explore advertising's role in China's ideological transition from a communist country to a consumer society. In today's China, communism has lost its motivating power and has become ideologically dead. Consumerism is replacing communism as the dominant ideology. As an embodiment and the major propaganda of consumerism, advertising is key to China's ideological transition to consumerism. This study attempts to address two issues: (1) how the ideology of consumerism is represented and legitimized through advertising in China; and (2) How current Chinese advertising practices negotiate the apparent ideological inconsistencies between communism, consumerism, and market socialism. Whether or not the consumer culture desired by many Chinese can improve the well-being of society is also discussed.

ISBN: 0542030195Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Adeology: Advertising as a battlefield of rival ideologies in transitional China.
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245 1 0 $a Adeology: Advertising as a battlefield of rival ideologies in transitional China.
300 $a 200 p.
500 $a Source: Dissertation Abstracts International, Volume: 66-03, Section: A, page: 1082.
500 $a Adviser: Russell W. Belk.
502 $a Thesis (Ph.D.)--The University of Utah, 2005.
520 $a Most research on Chinese advertising focuses on cultural values reflected in advertisements and compares them with those of other countries. This dissertation seeks to explore advertising's role in China's ideological transition from a communist country to a consumer society. In today's China, communism has lost its motivating power and has become ideologically dead. Consumerism is replacing communism as the dominant ideology. As an embodiment and the major propaganda of consumerism, advertising is key to China's ideological transition to consumerism. This study attempts to address two issues: (1) how the ideology of consumerism is represented and legitimized through advertising in China; and (2) How current Chinese advertising practices negotiate the apparent ideological inconsistencies between communism, consumerism, and market socialism. Whether or not the consumer culture desired by many Chinese can improve the well-being of society is also discussed.
590 $a School code: 0240.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Mass Communications. $3 1017395
650 4 $a Sociology, Social Structure and Development. $3 1017425
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