Brand New China

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Harvard University Press, Apr 10, 2010 - Business & Economics - 432 pages
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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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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
References
357
Acknowledgments
393
Index
399
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About the author (2010)

Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.

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