Brand New China: Advertising, Media, and Commercial CultureHarvard University Press, 2010 M04 10 - 432 pages 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. |
Contents
Framing Chinese Advertising | 1 |
1 Local Content | 36 |
2 Positioning the New Modern Girl | 68 |
3 The Synergy Buzz and JV Brands | 108 |
4 Storytelling and Corporate Branding | 144 |
5 Bourgeois Bohemians in China? | 180 |
Youth Culture and Music Marketing | 211 |
7 CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |