BRAND NEW CHINA: ADVERTISING, MEDIA AND COMMERCIAL CULTURE
by WANG, JING
List Price: HK$ 275.00
¡@ISBN
9780674026803
¡@Subject
CHINA
¡@Publisher
HARVARD UNIVERSITY PRESS USA
¡@Publication
2008
¡@Edition
Hardcover
¡@Version
Original
¡@Description
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.
