Social identity of characters in Chinese TV commercials
Abstract
The article is devoted to modes of designing characters’ behavior in Chinese advertising. The content analysis of Chinese, Russian, and American TV commercials allows claiming the dominance of social identity in depicting advertising characters. This mode of characters’ portrayal covers the target audience, experts and celebrities and does not depend on gender. The results of the research might be useful for Russian companies developing promotional campaigns for their products in Chinese markets.
About the Author
O. I. Shabalina
Южно-Уральский государственный университет (Национальный исследовательский университет), Челябинск
Russian Federation
Russian Federation
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Review
For citations:
Shabalina O.I. Social identity of characters in Chinese TV commercials. World of Economics and Management. 2013;13(3):114-125. (In Russ.)
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