Front cover image for Brand new China : advertising, media, and commercial culture

Brand new China : advertising, media, and commercial culture

Jing Wang
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. 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
eBook, English, 2008
Harvard University Press, Cambridge, Mass., 2008
1 online resource (xiii, 411 pages) : illustrations
9780674044821, 9780674047082, 0674044827, 0674047087
Introduction: Framing Chinese advertising
Local content
Positioning the new modern girl
The synergy buzz and JV brands
Storytelling and corporate branding
Bourgeois bohemians in China?
Hello Moto: youth culture and music marketing
CCTV and advertising media
Conclusion: Countdown to the Olympics
In English