More documents from Chan, Catherine S.
More documents from Journal of Current Chinese Affairs

Export to your Reference Manger

Please Copy & Paste



Bookmark and Share

The Currency of Historicity in Hong Kong: Deconstructing Nostalgia through Soy Milk

[journal article]

Chan, Catherine S.

fulltextDownloadDownload full text

(external source)

Citation Suggestion

Please use the following Persistent Identifier (PID) to cite this document:

Further Details
Abstract "In the 1980s, as the end of the millennium approached, the production of nostalgia exploded all around the world. For Hong Kong, nostalgia became a reminder of the golden age that had transformed the city into one of the 'Four Asian Tigers' in the decades following the end of the Second World War. While yearning for the better days of the past, Hong Kong coincidentally experienced destabilisation. As the rest of the world, especially the 'baby boomers', mourned the end of a productive era, Hong Kong locals were disturbed by the affirmation of the handover to China in 1997. In the context of these events, a creative rush to nostalgia in cultural manufacturing swept across the city. In the hope of highlighting the uniqueness of nostalgic production in Hong Kong, this study analyses two sets of TV commercials produced by local beverage company Vitasoy. Through the deconstruction of selected historical events, Vitasoy successfully reinvented its brand and, in contrast to general criticism of the concept, generated a positive connotation for nostalgia on the path towards Hong Kong's search for an identity." (author's abstract)
Keywords China; Hong Kong; cultural identity; nostalgia; television; advertising; conception of history; contemporary history; commercial; collective identity; branding policy; Far East
Classification Advertising, Public Relations; Social History, Historical Social Research
Document language English
Publication Year 2015
Page/Pages p. 145-175
Journal Journal of Current Chinese Affairs, 44 (2015) 4
ISSN 1868-4874
Status Published Version; peer reviewed
Licence Creative Commons - Attribution-NoDerivs