This study attempts to explore how nationalism plays a role when foreign brands make its entrance into the Chinese market. It examines different kinds of nationalism, e.g. state- nationalism,...Show moreThis study attempts to explore how nationalism plays a role when foreign brands make its entrance into the Chinese market. It examines different kinds of nationalism, e.g. state- nationalism, popular nationalism and the shift towards digital nationalism. Furthermore, it explores how Public Relations (PR) work in China and what foreign brands need to be keep in mind when they want to expand their brand to China. A case study will be conducted in this research regarding the PR disaster of Dolce & Gabbana. This case study uses a visual semiotic analysis to analyze D&G Advertisement. The findings of the analyses highlight how a certain sign that is used in the discourse can be received wrong to the Chinese people and to its nation.Show less
