This article examines the dynamics be- tween Chinese sport celebrities and (trans)nation- al identity, by taking Yao Ming as a case study. After reviewing Yao’s sport career and status of global icon, it focuses on his role as a testimoni- al in commercial advertising campaigns launched in the United States and/or China. The semiotic analysis illustrates that Yao’s basketball skills combined with his exemplary personality traits rendered him an extremely flexible and effective testimonial between the two shores of the Pacific.
I volti di Yao Ming in pubblicità: identità (trans)nazionale del testimonial sulle due sponde del Pacifico
PUPPIN G
2019-01-01
Abstract
This article examines the dynamics be- tween Chinese sport celebrities and (trans)nation- al identity, by taking Yao Ming as a case study. After reviewing Yao’s sport career and status of global icon, it focuses on his role as a testimoni- al in commercial advertising campaigns launched in the United States and/or China. The semiotic analysis illustrates that Yao’s basketball skills combined with his exemplary personality traits rendered him an extremely flexible and effective testimonial between the two shores of the Pacific.
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