Brand New China

Advertising, Media, and Commercial Culture

Autor: Jing Wang

Limbă:

Legare: Carte broșată

Editura: Harvard University Press

Disponibilitate: În depozitul extern

Expediem în 14-21 zile

168.80 lei

One part riveting account of fieldwork and one part rigorous academic study, "Brand New China" offer...

Informații despre carte

Autor

Jing Wang

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2010

Pagini

432

EAN

9780674047082

ISBN

0674047087

Enbook ID

04635447

Editura

Harvard University Press

Greutate

486

Dimensiuni

132 x 202 x 28

Descriere completă

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.

S-ar putea să te intereseze

Clienții care au cumpărat această carte au mai cumpărat și

Cele mai căutate

Categories

Authors

Publishers

Produse

Produse

Cele mai căutate

Categories

Authors

Publishers

Produse

Produse

Brand New China

Advertising, Media, and Commercial Culture

Informații despre carte

Descriere completă

S-ar putea să te intereseze

Clienții care au cumpărat această carte au mai cumpărat și