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“The Fairest of Them All”: Finding One’s Self through Advertising

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Visual culture is increasingly important in post-Mao China. Over the past two decades, higher education in America and China has seen an upsurge of interest in the study of visual culture, such as the studies of film, television, mass media, and advertising. Advertising as a college degree program did not exist in China before 1982. Since Xiamen University started the first undergraduate degree in advertising, this discipline has grown rapidly. At present, almost all the four-year universities in China have the subjects of advertising and mass media in their curricula.