Advertising in China: An analysis of ads during the COVID-19 period

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dc.contributor.authorOzturk, Rukiye Gulay
dc.date.accessioned2023-01-20T11:26:27Z
dc.date.available2023-01-20T11:26:27Z
dc.date.issued2022en_US
dc.departmentFakülteler, İletişim Fakültesi, Halkla İlişkiler ve Reklamcılık Bölümüen_US
dc.description.abstractAdvertising is a multi-million-dollar industry in China. China's progress in production and technology is highly important in that regard. COVID-19 first broke out in China and took hold of the entire world by the end of 2019, which compelled the attention of every country. In this context, as China is a dominant country in the advertising market across the world and is the place where the pandemic broke out, this study aims to examine the most striking ads of this period by offering a linguistic and visual analysis based on the affect dimension of Martin and White's appraisal theory. It was found that the three most frequently used elements in these ads were security, happiness, and inclination. Employment of these three elements in the advertising communication of the brands in the climate of anxiety and fear during COVID-19 has been considered an appropriate strategic approach.en_US
dc.identifier.doi10.4018/978-1-7998-9672-2.ch005en_US
dc.identifier.scopus2-s2.0-85137513636en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/6117
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-9672-2.ch005
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofHandbook of Research on Global Perspectives on International Advertisingen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleAdvertising in China: An analysis of ads during the COVID-19 perioden_US
dc.typeBook Chapteren_US

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