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.
- 428 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
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Information
Publisher
Harvard University PressYear
2009Print ISBN
9780674047082
9780674026803
eBook ISBN
9780674044821
Table of contents
- 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
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Yes, you can access Brand New China by Jing Wang in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.