Brand New China: Advertising, Media, and Commercial Culture (Paperback)
 
作者: Jing Wang 
分類: Business & management  
書城編號: 3356668


售價: $320.00

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出版社: Harvard Univ Pr
出版日期: 2010/04/10
重量: 0.48 kg
ISBN: 9780674047082
 
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商品簡介


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. Jing 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.

Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.

This book unveils a "brand new" China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization.

Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Jing Wang 作者作品表

Emergent Behavior Detection and Task Coordination for Multiagent Systems: A Distributed Estimation and Control Approach (2022) (Paperback)

Data-Driven Fault Detection and Reasoning for Industrial Monitoring (Paperback)

eBook: Emergent Behavior Detection and Task Coordination for Multiagent Systems: A Distributed Estimation and Control Approach (DRM PDF)

eBook: Emergent Behavior Detection and Task Coordination for Multiagent Systems: A Distributed Estimation and Control Approach (DRM EPUB)

Other Digital China (Hardcover)

eBook: CMOS-Compatible Key Engineering Devices for High-Speed Silicon-Based Optical Interconnections (DRM EPUB)

eBook: CMOS-Compatible Key Engineering Devices for High-Speed Silicon-Based Optical Interconnections (DRM PDF)

Manufacturing Servitization in the Asia-Pacific (2016) (hardcover)

eBook: Under the Same Blue Sky: Jun Ma's Story (DRM EPUB)

eBook: Locating China: Space, Place, and Popular Culture (DRM PDF)

eBook: Locating China: Space, Place, and Popular Culture (DRM EPUB)

eBook: You Good Me Good (DRM EPUB)

Locating China: Space, Place, and Popular Culture (Paperback)

Locating China: Space, Place, and Popular Culture (Hardcover)

Cinema and Desire (Paperback)

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