Advertising industry in China and foreign advertising message perception among local community

Description:

The study analyses the advertising industry in China and perception of foreign and local commercials among the Chinese community. Advertising in China never played such a big role as in Western countries and the Maoist period completly erased it from history for many years. After the introduction of economic reforms and powerful economic growth, local and foreign commercials returned to China. It was reported that in 2013 China accounted 44,3% of the advertising industry in the Asia-Pacific region. Although the specific nature of the political system of China and censorship, nowadays the industry is gaining more freedom. Chinese people are taking different attitudes toward local and foreign commercials. Nowadays, there is more approval for foreign advertising, provided that it concerns Western product because it is reflecting social desire of modernity.

subjects: China,  Advertising industry,  Marketing