Multimedia Resources

August 5, 2010

A view of various illuminated pavilions after dark at the 2010 Shanghai Expo.

Israel is often mentioned in the context of war and conflict.  Deputy Commissioner General discusses how the country presents itself as a place of innovation and creativity at Shanghai Expo.

As the host country of both the Olympics and the Expo in the same year (1992), Spain clearly sees the Shanghai Expo as an instrument of public diplomacy and national image projection.  Pavilion Communication Director Pedro Molina discusses how the country tells the story of “From the City of Our Parents to the City of Our Children” in three scenes.

From Obama and Hillary, to Kobe and Michelle (Kwan), the U.S. Pavilion features some of the most recognizable celebrity “brand ambassadors” for the country.  But the most visible presence belongs to the student ambassadors.  This video blog highlights their experiences at the Expo.

From Obama and Hillary, to Kobe and Michelle (Kwan), the U.S. Pavilion features some of the most recognizable celebrity “brand ambassadors” for the country.  But the most visible presence belongs to the student ambassadors.  This video blog highlights their experiences at the Expo.

As the host of 2010 FIFA World Cup, South Africa aims to create a more compelling, dynamic brand image of the country. Its Consul General in Shanghai discusses the South African brand and its co-branding with the World Cup at the Expo.

Several masterpieces from Musée d’Orsay are on display at the French Pavilion.  Here the Pavilion director discusses how culture is presented to the Chinese public and the Chinese image of France.

A quick guide to the concept of branding and its relevance to national image management and international communication practices.

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