ISBN-10:
0674047087
ISBN-13:
2900674047081
Pub. Date:
04/10/2010
Publisher:
Harvard
Brand New China: Advertising, Media, and Commercial Culture

Brand New China: Advertising, Media, and Commercial Culture

by Jing Wang

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Product Details

ISBN-13: 2900674047081
Publisher: Harvard
Publication date: 04/10/2010
Edition description: NE
Pages: 432
Product dimensions: 5.20(w) x 7.90(h) x 1.00(d)

About the Author

Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.

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

What People are Saying About This

Michael Keane

This book will find a readership among industry participants, students of China, and academic researchers of China's rapidly emerging consumer culture. There are few persons better qualified than Jing Wang to speak about China's cultural reforms, and Brand New China fills a gap in the literature.
Michael Keane, author of Created in China: the Great New Leap Forward

Few have gone as far as Jing Wang in combining marketing research with cultural analysis, and no other author has provided as detailed, penetrating, and up-to-date a portrayal of the processes of transnational advertising and marketing in China. Brand New China is a fast-paced and fascinating book.

Yuezhi Zhao

Few have gone as far as Jing Wang in combining marketing research with cultural analysis, and no other author has provided as detailed, penetrating, and up-to-date a portrayal of the processes of transnational advertising and marketing in China. Brand New China is a fast-paced and fascinating book.
Yuezhi Zhao, author of Communication in China: Political Economy, Power and Conflict

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