Repackaging globalization: A case study of the advertising industry in China

This paper analyzes the transformation of China's advertising industry as a result of China's economic reforms and the globalization of the advertising industry. Spatially clustered in the city-regions of Beijing, Shanghai and Guangzhou, the industry has been structurally and operationally integrated with the global advertising giants, as well as developing local strategies to attract the interest of local consumer markets. While the entry of global multinational advertising businesses has compelled China's advertisers to accept and adapt to the industry's globalized institutions, standards, operational procedures and corporate culture, the transformation of China's advertising industry is best understood as a consequence of the interaction between globalization and localization.