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  1. Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China.Songqing Li - 2019 - Semiotica 2019 (230):495-513.
    This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...)
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