Brand New China
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.
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Framing Chinese Advertising
1 Local Content
2 Positioning the New Modern Girl
3 The Synergy Buzz and JV Brands
4 Storytelling and Corporate Branding
5 Bourgeois Bohemians in China?
Youth Culture and Music Marketing
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Accessed agencies auction audience Beck’s Beijing blogs bobo brand personality broadcast cable campaign CCTV CCTV’s cell phone channels Chapter Chengdu China China Mobile Chinese Chinese advertising Chinese brands Chinese consumers clients Coca-Cola Coke Cola commercial concept cool corporate branding creative critics Danone developed domestic DynoMedia film foreign Future Cola global Guangzhou Guoji guanggao International Haier handset Hong ibid industry International Advertising Internet joint venture kogal Kotex Lenovo lifestyle Liu Chuanzhi localization ment million Motorola multinationals national brands neo-neo-tribe neo-tribes nese Ogilvy Ogilvy & Mather Olympics paradigm percent prime-time product placement programs provincial punk rural Saatchi SARFT Satellite sector Shanghai social stations strategy subbrand synergy target segment television tion TNAAs transnational trend TV drama urban users vertising visual Wahaha Wang Western youth culture yuan Zhang Ruimin Zhao Zhongguo Zong