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. |
From inside the book
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... television commercials as well as print advertising still carried socialist baggage . Imagine a health - drink manufacturer who suddenly discovers the cash value of visual symbols . The relationship between " invisible assets " and a ...
... television commercials . These rigorous exercises gave me a strong textbook - based approach to advertising . But I was left craving the field knowledge that only an advertising agency can provide . By mere fluke , I was given the ...
... television stations for commercial broad- casting . During the same period , advertising ventured into hitherto inconceivable mediums , including railroad trains in which poker card boxes , lunchboxes , chessboards , passenger magazines ...
... television . Later that year , the municipal government of Beijing moved the Democracy Wall , where democracy activists had been permitted to post news and ideas since the preceding November , from Xidan to Yuetan Park , turning the ...
... television , has declined in Beijing from 59.6 percent in the first half of the 1990s to 33.9 percent in 2003 ( Huang and Yang 2005 , 27 ) . A number one premium brand may not always wind up being the best - selling brand , especially ...
Contents
Local Content | 36 |
Positioning the New Modern Girl | 68 |
The Synergy Buzz and JV Brands | 108 |
Storytelling and Corporate Branding | 144 |
Bourgeois Bohemians in China? | 180 |
Hello Moto Youth Culture and Music Marketing | 211 |
CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |