Economics/Finances Brand New China: Advertising, Media, and Commercial Culture (0674026802)

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Jing Wang, "Brand New China: Advertising, Media, and Commercial Culture"

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.

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	Business/Investing Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising Joseph Jaffe “Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising" Wiley \| 2005-05-25 \| ISBN: 0471718378 \| 304 pages \| PDF \| 1,6 MB The old media strategies advertisers used for d ...
	Business/Investing Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising Richard D. Czerniawski, Michael W. Maloney, "Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising"Publisher: AMACOM \| 1999-06-01 \| ISBN 0814405010 \| PDF \| 240 pages \| 3.5 MBHow advertising and marketing m ...
	Business/Investing Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy Marc Gobé, "Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy" Allworth Press \| 2002 \| ISBN: 158115240X \| 256 pages \| PDF \| 2,2 MB Internationally Acclaimed Branding Guru Challenges Corporations: "It ...
	Best of Advertising and Commercial Design Books Best of Advertising and Commercial Design BooksEnglish \| PDF \| 5 books \| total 232 Mb in separated archivesNo Copy Advertising - Lazar DzamicEnglish \| Rockport Publishers \| April 2003 \| ISBN: 2880467403 \| PDF \| 160 pages \| 35 MbGraphically ...
	Branding Unbound: The Future Of Advertising, Sales, And The Brand Experience In The Wireless Age What does the usage of PDAs, cell phones, and the wireless Internet have in common? Not only are they becoming the preferred method of communication among young people but advertisers are desperately trying to find a way to reach them with ...
	Technical The Media City: Media, Architecture and Urban Space (Published in association with Theory, Culture & Society) ISBN: 1412907942 Publisher: Sage Publications Ltd Author: Dr Scott McQuireDescription:Offering social commentary at the deepest levels of historical and critical reference, The Media City links Myspace to Howard Hughes; trams to cinema; sec ...

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