Abstract
Since the handover in 1997, identity politics have arisen in Hong Kong social and political movements. Locality and local identity discourses have become unprecedentedly salient to rearticulate Hong Kong culture and identity. People’s feelings, thoughts and behaviors in relation to community solidarity and identity construction in the name of “bentu” or locality are significantly advocated among Hongkongers in terms of the sense of belonging and emotional bonding. Similarly, brand advertising deploys emotional appeals to build brand trust and loyalty among target consumers. Brand advertisements have increasingly deployed much more complicated multimodal semiotics and metaphors to create identity myths to emotionally affect and persuade consumers by the sharing of collective representations of local cultures and identities. This study will investigate how Hong Kong advertisers deploy multimodal semiotics in their brand advertisements to establish brand equity in line with the recent cultural emotions and sentiments of Hongkongers.
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Notes
- 1.
The series of social movements include the Anti–Express Rail Link movement in 2010, the Anti–National Education campaign in 2012, the Umbrella Movement in 2014, and the Mong Kok riot in 2016.
- 2.
Lion Rock spirit is an ill-defined ideology and discourse to represent Hong Kong core values and spirit. The old generation tends to articulate it with the Hong Kong stories of hardship and perseverance in a TV series “Below the Lion Rock” (獅子山下) produced by RTHK in the 1970s and 1980s. The young generation does not agree with the traditional discourse of Lion Rock spirit but rearticulates it with local democracy and civic identity after the emplacement of a banner that read “I want true universal suffrage” (我要真普選) on Lion Rock during the Umbrella Movement on October 23, 2014. Further information about Lion Rock spirit can refer to the Wikipedia: https://en.wikipedia.org/wiki/Lion_Rock_Spirit.
- 3.
Please refer to the link in YouTube for Fortune’s 2015 TVC “Lion Rock Spirit”: https://www.youtube.com/watch?v=D9IIoRTJ9l0.
- 4.
Please refer to the links in YouTube for Suning’s branding TVC series in 2017. Episode 1: https://www.youtube.com/watch?v=DYms4HDBXFI&list=PL73vGTjgCD58KaSCrtERgG1Ar-xgUSwMH&index=2&t=0s, episode 2: https://www.youtube.com/watch?v=2TpoOiNScs4&list=PL73vGTjgCD58KaSCrtERgG1Ar-xgUSwMH&index=5, episode 3: https://www.youtube.com/watch?v=fVmrFcWUJzo&list=PL73vGTjgCD58KaSCrtERgG1Ar-xgUSwMH&index=3.
- 5.
Please refer to the link in YouTube for Nike’s 2017 branding TVC “Down But Not Out” in Hong Kong: https://www.youtube.com/watch?v=46sml-dRaDo&list=PL73vGTjgCD58KaSCrtERgG1Ar-xgUSwMH&index=7.
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Lam, S.Sk., Ng, T.Ls. (2020). Locality and Local Identity Discourses in Post-handover Hong Kong Brand Advertisements. In: Ho, A. (eds) Advances in Human Factors in Communication of Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 974. Springer, Cham. https://doi.org/10.1007/978-3-030-20500-3_9
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