The Return of Advertising in China: A Survey of the Ideological Reversal

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Abstract
During the 1980s, bracketed by the Third Plenum in 1978 and the suppression of the democracy movement in 1989, China edged, step by step, away from the orthodoxies of the Cultural Revolution, and each reversal excited a certain amount of commentary both within and without China. As time passed, and the list of reintroduced institutions and practices grew ever longer, habituation reduced the surprise of succeeding announcements. But the reintroduction of advertising, a cental totem of advanced capitalist culture, occupied a particularly significant place on the list because its reappearance in China forced the Chinese to reconsider distinctions that had formerly been drawn between capitalist and socialist societies. For most of its history, the People's Republic had castigated advertising as the apotheosis of the capitalist religion of consumption. This was especially so in the late 1960s during the height of the Cultural Revolution. Afterwards few commercial billboards or newspaper advertisements interrupted the skein of relentlessly political messages that crossed public space. When advertising was officially reintroduced in 1979, and its sanctioned scope expanded beyond industrial goods, the state faced a daunting ideological task: rebuilding a case for advertising in a socialist system that had long defined itself as one that did not need commercial exhortation. In essence, it had to sell the legitimacy of selling.

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