Brand New China : Advertising, Media, and Commercial Culture / Jing Wang.
Wang, Jing, author.
2009
HF5813.C5.W37 2008eb
Available Online

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Title
Brand New China : Advertising, Media, and Commercial Culture / Jing Wang.
Author
Wang, Jing, author.
ISBN
9780674044821
DOI
https://doi.org/10.4159/9780674044821
Published
Cambridge, MA : Harvard University Press, [2009]
Copyright
©2010
Language
English
Language Note
In English.
Description
1 online resource (432 p.)
Item Number
10.4159/9780674044821 doi
Call Number
HF5813.C5.W37 2008eb
Alternate Call Number
AP 17200
Dewey Decimal Classification
659.10951
Summary
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.
Access Note
Access limited to authorized users.
System Details Note
Mode of access: Internet via World Wide Web.
Digital File Characteristics
text file PDF
Source of Description
Description based on online resource; title from PDF title page (publisher's Web site, viewed 29. Jun 2022)
In
Asian Studies Backlist (2000-2014) eBook Package
HUP eBook-Package Backlist 2000-2013 (Canada)
Harvard University Press eBook Package Backlist 2000-2013
Available in Other Form
print 9780674026803
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
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Frontmatter
Contents
Preface
Introduction: 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?
6 Hello Moto: Youth Culture and Music Marketing
Conclusion: Countdown to the Olympics
Notes
References
Acknowledgments
Index

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