Wang, Jing, 1950-

Brand new China : advertising, media, and commercial culture / Jing Wang. - Cambridge, Mass. : Harvard University Press, 2008. - xiii, 411 p. : ill ; 22 cm.

Includes bibliographical references (p. 315-392) and index.

Local content -- Positioning the new modern girl -- The synergy buzz and JV brands -- Storytelling and corporate branding -- Bourgeois bohemians in China? -- Hello Moto : youth culture and music marketing -- CCTV and advertising media.

A comprehensive look at the advertising industry in China, describing American influence, marketing strategies, and the impact of new media practices on Chinese advertising.

Adult Follett Library Resources.

9780674026803 (trade : alk. paper) 0674026802 (trade : alk. paper)

2007027501


Advertising--China.
Marketing--China.
Brand name products--China.
Advertising--China.
Marketing--China.
Brand name products.

HF5813.C5 / W37 2008

659.1/0951

Powered by Koha