ISBN-10:
0674047087
ISBN-13:
9780674047082
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 WangJing Wang
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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. Jing 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.

Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.

This book unveils a "brand new" China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization.

Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Product Details

ISBN-13: 9780674047082
Publisher: Harvard
Publication date: 04/10/2010
Pages: 432
Product dimensions: 5.20(w) x 7.90(h) x 1.00(d)

About the Author

Jing Wang is Professor of Chinese Media and Cultural Studies, S. C. Fang Professor of Chinese Language and Culture, and Director of the New Media Action Lab at the Massachusetts Institute of Technology. She has received fellowships from the Radcliffe Institute of Advanced Studies, the National Humanities Center, and the Chiang Ching-Kuo Foundation, and is a recipient of the Overseas Distinguished Professor Award given by China’s Ministry of Education. She is the Founder and Secretary General of NGO2.0, a nonprofit in China specializing in technology-driven and social media–powered activism, and is the author of Brand New China: Advertising, Media, and Commercial Culture (Harvard); The Story of Stone; and High Culture Fever: Politics, Aesthetics, and Ideology in Deng’s China.

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

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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