School of the Arts, Media, Performance & Design (AMPD)
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Item Open Access Detachment & Reunification: A Chinese Graphic Design History in Greater China since 1979(Massachusetts Institute of Technology Press, 2001) Wong, WendyItem Open Access Establishing the Modern Advertising Languages: Patent Medicine Newspaper Advertisements in Hong Kong, 1945-1970(Oxford University Press, 2000) Wong, WendyThis article traces the formation of modern advertising languages in Hong Kong when this society was developing into the industrialization stage and was experiencing steady economic growth in the period from 1945 through 1969 It argues that Hong Kong advertising culture developed under the influence of Western advertising techniques, images and ideology, which shaped the modern advertising languages of Hong Kong Newspaper advertisements for patent medicines from Sing Tao Daily, one of the earliest newspapers in Hong Kong, formed the study sample This article also outlines the role and contribution of patent medicine advertisements in the history of advertising in Hong Kong, where they ushered in a new era of advertising sophistication and a new collection of techniques that are still in use as advertising strategies today The role and content of Hong Kong patent medicine advertisements were similar in many ways to those of the West, but Hong Kong did not experience the growth necessary to establish advertising until after the end of the Second World War when the society finally achieved economic stabilityItem Open Access Manhua: The Evolution of Hong Kong Cartoons and Comics(Wiley-Blackwell Publishing, 2002) Wong, WendyItem Open Access The Rise of Consumer Culture in a Chinese Society: A Reading of Banking Television Commercials in the 1970s of Hong Kong(Taylor & Francis (Routledge), 2000) Wong, WendyIn this article, I analyze 2 case studies of television advertising campaigns for banking services during the 1970s and early 1980s in Hong Kong, those of Hang Seng Bank and HongkongBank. Advertising from this period saw consumer society emerge as traditional values and themes were adjusted to fit the imperatives of capitalism. The earlier Hang Seng Bank campaign focused on the traditional banking practice of saving, encouraging customers to work hard and gradually accumulate wealth. The later HongkongBank campaign encouraged spending, immediate gratification of material desires, and symbolic status achieved through acquisition of goods. As the case studies show, this process entailed the reconfiguration of traditional Chinese values to accommodate the arrival of consumerism in Hong Kong, a Chinese society.