Abstract:

By exploring how an international advertising company has transformed Fu Mingxia, a national heroine (an athlete receiving 4 Olympic gold medals), into an advertisement star, this paper deals with issues of how the consumptive ideology has been made in contemporary China and how international capital has taken part in the making of the ideology. The consumptive ideology has been taking a hegemonic position in current China. Its tough domination of our everyday life is calling for our immediate attention.