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.