Rethinking Advertising Skepticism in China after West

Abstract

Abstract: The present article reviews skepticism on the instrument of advertising in China which emphasizes that advertising in its existing institution doesn’t fit in the Chinese context. The literature reveals that consumer perceives the meaning of controversial, deceitful and waste of resources of advertising practice. It is reason of consumption of luxurious goods and increases the values of advertised item. Consumerism, consumer culture, sexual imagery, materialism and social differences are the conducive elements by advertisers to exploit for their utmost desire of maximization of profits. The review indicates that the regulation/code of conduct of advertising in the Western style is not a panacea. The elucidation of advertising as phenomena can arguably be addressed in the indigenous socio-political and cultural setting. In post-socialist China, Confucius ideals recommended as cultural, political, social and economic manifestation for authorities. It is suggested that institutionalization of advertising in accordance to Confucius’ “li”, “ren” and “xiaokang” serve the objectives of harmony, fair balance between economic growth and development and moreover issues concerning to the ecology. Key Words: Advertising scepticism; Advertising regulation; China; Confucius norms; Consumerism; Material cultureResume: Le present article suggere des commentaires de l’effet de scepticisme sur l'instrument de la publicite en Chine, lequel souligne que la publicite dans son institution existante ne rentre pas parfaitement dans le contexte chinois. La litterature montre que le consommateur percoit le sens de la controverse, fourbe et le gaspillage des ressources de la pratique de la publicite. C'est la raison de la consommation de biens de luxe et augmente les valeurs de l'annonce. Societe de consommation, la culture de consommation, de l'imagerie sexuelle, le materialisme et les differences sociales sont les elements conductifs par les annonceurs d'exploiter pour leur plus grand desir de maximisation des profits. L'examen indique que le reglement / code de conduite de la publicite dans le style Occidental n'est pas une panacee. L'elucidation de la publicite en tant que phenomenes peut sans doute etre abordee dans le contexte socio-politique et culturelle de milieu indigene. En post-socialiste de la Chine, les ideaux de Confucius ont recommande que les manifestations culturelles, politiques, sociales et economiques pour les autorites. Il est suggere que l'institutionnalisation de la publicite conformement selon le Confucius li, ren et xiaokang servent les objectifs de l'harmonie, le juste equilibre entre la croissance economique et le developpement et d'ailleurs les questions relatives a l'ecologie. Mots cles: L’effet de scepticisme de la publicite; Reglementation de la publicite; La Chine; Les normes de Confucius; Le consumerisme; La culture materielle

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 5 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.