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Nationalismus im Sonderangebot – Coca-Cola-Werbung zwischen Lifestyle-Kreation und politischer Mythenbildung
Nationalism to go - Coke commercials between lifestyle and political myth
[Zeitschriftenartikel]
Abstract Nationalism in the sense of symbols or actions glorifying the fatherland can be detected in many Chinese commercials today. In the form of a mythical narration, various aspects of an idealized China image are communicated, an image designed to bring about a sense of identity for all Chinese people. ... mehr
Nationalism in the sense of symbols or actions glorifying the fatherland can be detected in many Chinese commercials today. In the form of a mythical narration, various aspects of an idealized China image are communicated, an image designed to bring about a sense of identity for all Chinese people. While first and foremost serving consumer preferences, these emotionally charged constructions of a "super nation" can also be interpreted in an ideological sense. Seen against the background of the public discourse on patriotism underway since 1989, this "Sinization" of advertising suggests the more or less subtle influence of party-state propaganda. In analysing TV commercials and interpreting their content, the ambivalent position and general background of advertisers must, however, be kept in mind. Even as they attempt to address and leverage popular trends, these advertisers are part of the community that has shaped the worldviews and values (some of them ideological) that are also reflected in the ads.... weniger
Nationalismus im Sinne von Symbolen und Handlungen, die das Vaterland glorifizieren, kann heutzutage in vielen chinesischen Werbespots gefunden werden. In der Form von mythischen Erzählungen werden viele Aspekte eines idealisierten Chinabildes verbreitet.
Thesaurusschlagwörter
Werbespot; Identitätsbildung; Öffentlichkeitsarbeit; Werbung; Lebensstil; Propaganda; Soziologie; China; Fernsehen; Mythos; Identität; Gegenwart; Symbol; Nationalismus
Klassifikation
Rundfunk, Telekommunikation
Werbung, Public Relations, Öffentlichkeitsarbeit
Methode
deskriptive Studie
Freie Schlagwörter
Sociology; Advertising; Public relations; Nationalism; Symbols; Present
Sprache Dokument
Deutsch
Publikationsjahr
2009
Seitenangabe
S. 85-120
Zeitschriftentitel
Journal of Current Chinese Affairs, 38 (2009) 2
ISSN
1868-4874
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung