This seminar will focus on Chinese brands and their “Long March” to become global, providing a sort of snapshot of a still ongoing and rather unexplored process. An overview of the “going out” policy will be followed by a demonstration of the priority given by the Chinese government to the strengthening of national brands, with recent successful (and not so successful) examples. A milestone for China’s international image was the Beijing 2008 Olympics, which directed world attention to the country but also triggered off some harsh critiques.
The seminar will include a screening of the 30-minute review “2008: The ‘Long March’ of Chinese Brands” by Dr. Puppin, first shown during the Ca’ Foscari Short Film Festival in Venice (March 2012). It consists of 35 commercials selected from among the best adverts created in mainland China in 2008, divided into seven categories based on recurrent themes and common strategies, rather than on the product/service they promote.
Dr. Giovanna Puppin was a Lecturer in International Promotional Cultures, Department of Media (School of Media and Performing Arts) and Department of International Management and Innovation (Business School), Middlesex University, London. She previously was a Post-doctoral Fellow on the project “The Chinese Consumer Between Global Aspirations and Tradition”, Department of Asian and North African Studies, Ca’ Foscari University, and a Visiting Fellow at the Communication and Media Research Institute, School of Media Arts & Design, University of Westminster, where she was also appointed Seminar Leader for the MA course “Chinese Media and the Emerging World Order” (2012-2013). Her research interests include: China’s promotional culture (advertising, branding, marketing); Chinese media, popular culture and creative industries; identity, nationalism and soft power in contemporary China.
Please note that non-University of Westminster attendees should register with Dr Derek Hird [email protected]