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Brand New China : Advertising, Media, and Commercial Culture.

By: Material type: TextTextPublisher: Cambridge : Harvard University Press, 2008Copyright date: ©2010Edition: 1st edDescription: 1 online resource (428 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9780674044821
Subject(s): Genre/Form: Additional physical formats: Print version:: Brand New ChinaDDC classification:
  • 659.10951
LOC classification:
  • HF5813
Online resources:
Contents:
Intro -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing -- 7 CCTV and the Advertising Media -- Conclusion: Countdown to the Olympics -- Notes -- References -- Acknowledgments -- Index.
Summary: Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the worlds of Beijing advertising agencies and the U.S. academy offer a unique perspective on China during its accelerated reintegration into the global market system.
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Intro -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing -- 7 CCTV and the Advertising Media -- Conclusion: Countdown to the Olympics -- Notes -- References -- Acknowledgments -- Index.

Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advertising and marketing culture of China. Wang's experiences in the worlds of Beijing advertising agencies and the U.S. academy offer a unique perspective on China during its accelerated reintegration into the global market system.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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