Advertising and cultural China: Challenges and opportunities in Asia

Katherine T. Frith, James Tsao

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


This article presents the emergence of Cultural China as a product of global change in the post cold war world—an example of a new class of affiliation based on ethnic identity rather than nationality. It discusses some of the defining aspects to the formation of Cultural China and the implications they hold for advertising strategies targeting this supranational group. It also highlights some of the potential reciprocal effects the application of unified marketing strategies could have for the region and the rest of the world.

Original languageEnglish (US)
Pages (from-to)1-17
Number of pages17
JournalAsian Journal of Communication
Issue number2
StatePublished - 1998
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Education


Dive into the research topics of 'Advertising and cultural China: Challenges and opportunities in Asia'. Together they form a unique fingerprint.

Cite this