Brand New China: Advertising, Media, and Commercial Culture

Brand New China: Advertising, Media, and Commercial Culture

by Jing Wang
     
 

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into theSee more details below

Overview

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.

Product Details

ISBN-13:
9780674047082
Publisher:
Harvard University Press
Publication date:
04/10/2010
Pages:
432
Sales rank:
1,226,632
Product dimensions:
5.20(w) x 7.90(h) x 1.00(d)

Table of Contents

  • Preface
  • Introduction: Framing Chinese Advertising

  1. Local Content
  2. Positioning the New Modern Girl
  3. The Synergy Buzz and TV Brands
  4. Storytelling and Corporate Branding
  5. Bourgeois Bohemians in China
  6. Hello Moto: Youth Culture and Music Marketing
  7. CCTV and Advertising Media

  • Notes
  • References
  • Acknowledgments
  • Index

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