Brand New China: Advertising, Media, and Commercial Culture

Jing Wang

Published by Harvard University Press 2010

Brand New China

Advertising, Media, and Commercial Culture

Jing Wang

https://doi.org/10.4159/9780674044821

Overview
Contents

About this book

Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advertising and marketing culture of China. Wang’s experiences in the worlds of Beijing advertising agencies and the U.S. academy offer a unique perspective on China during its accelerated reintegration into the global market system.

Reviews

This book will find a readership among industry participants, students of China, and academic researchers of China's rapidly emerging consumer culture. There are few persons better qualified than Jing Wang to speak about China's cultural reforms, and Brand New China fills a gap in the literature.
-- Michael Keane, author of Created in China: the Great New Leap Forward

Few have gone as far as Jing Wang in combining marketing research with cultural analysis, and no other author has provided as detailed, penetrating, and up-to-date a portrayal of the processes of transnational advertising and marketing in China. Brand New China is a fast-paced and fascinating book.
-- Yuezhi Zhao, author of Communication in China: Political Economy, Power and Conflict

In Brand New China, Jing Wang uses Chinese advertising as an optic through which to scrutinize this tension between Eastern and Western approaches to the market...Her book is a thoroughly enjoyable and well-written tour d'horizon of branding and advertising strategy.
-- John Feffer The Nation

Brand New China uses the methodology and perspectives of cultural analysis to produce a detailed study of branding and advertising in China...The book is original, well researched and based on a wide-ranging appreciation of both popular and literary Chinese culture.
-- Delia Davin Times Higher Education Supplement

Brand New China blurs the line between storytelling and statistical analysis, making for an interesting, complex read...Think of Freakonomics crossed with your freshman year anthropology textbook crossed with a business meeting--no-nonsense, analytical, and frequently surprising...Wang brings China forth as an individualistic consumer culture that may shock Western readers with both its idiosyncrasies and parallels to Western markets. She offers insight on what is today an immensely important piece of the international puzzle, and cleverly pulls together the psychological and traditional elements of commercial culture to create a well-rounded, illuminating read.
-- Rachel Smucker popmatters.com

This book is not only important to professionals and scholars with an interest in China--Brand New China will be a valuable resource for anyone interested in the future of advertising.
-- Christina Spurgeon International Journal of Advertising

Topics

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	vii
Preface Publicly Available Download PDF	ix
Introduction: Framing Chinese Advertising Requires Authentication Unlicensed Licensed Download PDF	1
1 Local Content Requires Authentication Unlicensed Licensed Download PDF	36
2 Positioning the New Modern Girl Requires Authentication Unlicensed Licensed Download PDF	68
3 The Synergy Buzz and JV Brands Requires Authentication Unlicensed Licensed Download PDF	108
4 Storytelling and Corporate Branding Requires Authentication Unlicensed Licensed Download PDF	144
5 Bourgeois Bohemians in China? Requires Authentication Unlicensed Licensed Download PDF	180
6 Hello Moto: Youth Culture and Music Marketing Requires Authentication Unlicensed Licensed Download PDF	247
Conclusion: Countdown to the Olympics Requires Authentication Unlicensed Licensed Download PDF	288
Notes Requires Authentication Unlicensed Licensed Download PDF	315
References Requires Authentication Unlicensed Licensed Download PDF	357
Acknowledgments Requires Authentication Unlicensed Licensed Download PDF	393
Index Requires Authentication Unlicensed Licensed Download PDF	399

Language: English
Publisher: Harvard University Press
Audience: General/trade;
Pages
- Main content: 432

eBook

Published: July 1, 2009
ISBN: 9780674044821