Brand New China: Advertising, Media, and Commercial Culture 9780674044821
Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advert
201 111 5MB
English Pages 432 [427] Year 2009
Table of contents :
Contents
Preface
Introduction: Framing Chinese Advertising
CHAPTER 1. Local Content
CHAPTER 2. Positioning the New Modern Girl
CHAPTER 3. The Synergy Buzz and JV Brands
CHAPTER 4. Storytelling and Corporate Branding
CHAPTER 5. Bourgeois Bohemians in China?
CHAPTER 6. Hello Moto: Youth Culture and Music Marketing
CHAPTER 7. CCTV and the Advertising Media
Conclusion: Countdown to the Olympics
Notes
References
Acknowledgments
Index
Contents
Preface
Introduction: Framing Chinese Advertising
CHAPTER 1. Local Content
CHAPTER 2. Positioning the New Modern Girl
CHAPTER 3. The Synergy Buzz and JV Brands
CHAPTER 4. Storytelling and Corporate Branding
CHAPTER 5. Bourgeois Bohemians in China?
CHAPTER 6. Hello Moto: Youth Culture and Music Marketing
CHAPTER 7. CCTV and the Advertising Media
Conclusion: Countdown to the Olympics
Notes
References
Acknowledgments
Index
- Author / Uploaded
- Jing Wang
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