Brand New China
Advertising, Media, and Commercial Culture
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ISBN-13:
9780674047082
Veröffentl:
2010
Erscheinungsdatum:
10.04.2010
Seiten:
432
Autor:
Jing Wang
Gewicht:
488 g
Format:
201x133x33 mm
Sprache:
Englisch
Beschreibung:
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.
* Preface * Introduction: Framing Chinese Advertising * Local Content * Positioning the New Modern Girl * The Synergy Buzz and TV Brands * Storytelling and Corporate Branding * Bourgeois Bohemians in China * Hello Moto: Youth Culture and Music Marketing * CCTV and Advertising Media * Notes * References * Acknowledgments * Index
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