Advertising Cultures

Advertising is everywhere and free: just like the air we breathe, it surrounds us and we consume it almost unconsciously.  Advertising is part of the urban landscape and tends to use global strategies, like this picture recently taken in Kyoto demonstrates.


My research, however, goes against the tide and explores how advertising around the world actually promotes national identifies and cultures, as a counter-trend to globalization.  More specifically, I am interested in contemporary mainland China and in public service advertising – a niche advertising genre that promotes public good (rather than consumer goods) and addresses people as citizens (rather than consumers).


Dr Giovanna Puppin Media

1 Giovanni Puppin 1065

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