Regulating political symbols: China's advertising law and politicized advertising

Xin Zhao, Jeff Wang

Research output: Contribution to journalReview ArticleResearchpeer-review

3 Citations (Scopus)


Advertising regulation in China contains political and ideological nuances. Despite evolution of its advertising law and years of practice dealing with various codes, advertisers still find it daunting to decipher the regulations after years of practice. The ideological components of China's advertising law require careful analysis of political correctness and cultural appropriateness. In this paper, the authors use semiotic analysis to consider both advertising that has violated ideological rules and advertising that has successfully transmitted desired ideological messages. And the authors have selected four advertising cases that help clarify the perceptions regarding political ideology in China.
Original languageEnglish
Pages (from-to)624-633
Number of pages10
JournalJournal of Advertising Research
Issue number4
Publication statusPublished - 19 Dec 2011
Externally publishedYes

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