Brill’s Encyclopedia of China

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There are three distinct periods in the history of modern advertising in China. First, the Republican era, when modern advertising first developed on a larger scale. Second, the Mao era, when advertising almost totally disappeared for political reasons. A third stage was introduced with the economic reforms and the come-back of advertising in 1979.

Modern advertising was first introduced by the foreign companies active in the Treaty Ports. In the 19th century, new mass media like newspapers were introduced, and soon Chinese newspapers like the Zhongwai Xinbao (Chinese and Foreig…

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Johansson, Perry, “Advertising”, in: Brill’s Encyclopedia of China, Managing Editor English Edition: Daniel Leese. Consulted online on 24 February 2024 <>
First published online: 2008
First print edition: ISBN: 9789004168633, 20121018

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