Dr Giovanna Puppin

Lecturer in Advertising and Promotional Cultures (China)

Programme Director MA Media and Advertising


Contact details

Email: g.puppin@le.ac.uk

Personal details



I am Module Leader of one core module for the MA Media and Advertising:

  • MS7080 Advanced Topics in Advertising (Term 2)

and one PG optional module:

  • MS7052 Chinese Media and Popular Culture in a Global Context (Term 2)

In the past few years, I was module leader for MS7047 Introduction to Advertising and Media and MS7306 Advertising Research Methods. I also contributed to the delivery of the postgraduate modules MS7307 Promotional Cultures and MS7030 Critical Approaches to Consumer Culture.


My primary research interest is Chinese advertising: it stems from my background in Chinese Studies, my PhD on Chinese TV public service announcements (Ca' Foscari University of Venice), and more than five years of research in China (People’s University and Communication University of China, Beijing).

I am interested in investigating different spheres of China's media, communication and popular/promotional culture (commercial and public service advertising, branding, etc) with a specific focus on issues of representation (of the Self and the Other), and in relation to the dynamics of national identity and soft power.

More generally, I am interested in

  • media and popular culture (issues of representation, media memory, nostalgia)
  • international promotional cultures (advertising and country branding), with a specific geographical interest on East Asia (China, South Korea, Japan) and sub-saharan Africa (Nigeria and Ghana).

I am the leading contact of the International Promotional Cultures and Communication Research Group (part of the Public Communication cluster), and the Cluster leader for Public Communication.

I am a member of the following Departmental Research Clusters:

of which I am also the Cluster Lead.

I am a Committee Member of the China Studies Research Alliance (ChiSRA).

I am an Associate Fellow on “Religion & Media in East Asia”, Centre for the Study of Religion and Culture in Asia, University of Groningen (the Netherlands).

I was also collaborating with the Master in Global Management for China (GMC), Ca’ Foscari University, where I was invited to deliver specific sessions on advertising and marketing in/for China on a yearly basis.

Since October 2019, I have been nominated External Examiner for the MSc Advertising at Dublin Institute of Technology (DIT).


Research Grants and Awards

  • AHRC UK-China Research-Industry Creative Partnerships, with the project "ADaptations: How to Make UK-China Cross-cultural Advertising Work" (£240K), currently under review
  • AHRC UK-China Creative Industries Partnership Development Fund, Principal Investigator (PI) of the project "CreAD: UK-China Partnership on Creative Advertising (£24,941). See the official promo here: https://www.youtube.com/watch?v=4cQ1idfjb7w
  • Erasmus+ Staff Mobility (£846,23)
  • College of Social Sciences, Arts and Humanities (CSSAH) Enterprise and Knowledge Exchange Travel Fund (£1,000)

Link to Publications


  • AAS (Association of Asian Studies)
  • AISC (Italian Association of Chinese Studies)
  • BACS (British Association of Chinese Studies)
  • CAC (China Advertising Association)
  • EACS (European Association of Chinese Studies)
  • ECREA (European Communication Research and Education Association), temporary working group on advertising research
  • ICA (International Communication Association)
  • IAMCR (International Association of Media and Communication Research)


I am interested in supervising PhD students working on:

  • Chinese Media and Cultural Studies, in particular: Chinese advertising; Chinese popular culture; Chinese visual culture, identity and politics; Issues of representations in Chinese media texts (for example, the Western or Africa "Other"); Chinese brands and soft power

  • Advertising, in all its forms (commercial, public service, political), with a specific focus on: international advertising; ideology and representation in advertising

  • Branding: TOP brands in a local/global perspective; Local identity through logos, brands and marketing strategies; Country branding and national brands as tools of soft power; National image through brands

Current PhD students:

  • Dian Wang, working on a project on city image advertising in Guangzhou and receiver of the College International Excellence Scholarship (second supervisor: Anders Hansen)
  • Jiayixiu Zhao, working on a project on Lolita fashion in contemporary China (second supervisor: Christian Morgner)
  • Yao Xu, working on a project on Daigou in contemporary China (first supervisor: Peter Lunt)

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Contact Details

School of Media, Communication and Sociology

Campus based courses
E: mcs-enquiries@le.ac.uk
T: +44(0)116 252 3863

Distance Learning Courses
E: css-dl@le.ac.uk
T: 0116 252 3755

Research degrees (campus-based and distance learning courses)
T: +44(0)116 252 2785
E: MCS-Research@le.ac.uk

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