Brand new China : advertising, media, and commercial culture / Jing Wang.

By:

Wang, Jing, 1950-

Material type: Text

TextPublication details: Cambridge, Mass. : Harvard University Press, 2008.Description: 1 online resource (xiii, 411 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9780674044821
0674044827
0674047087
9780674047082

Subject(s): Genre/Form:

Additional physical formats: Print version:: Brand new China.DDC classification:

659.10951 22

LOC classification:

HF5813.C5 W37 2008eb

Other classification:

85.40
AP 17200

Online resources:

Click here to access online

Contents:

Introduction: Framing Chinese advertising -- 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 -- Conclusion: Countdown to the Olympics.

Summary: 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. 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.

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Holdings
Item type	Home library	Collection	Call number	Materials specified	Status	Date due	Barcode
Electronic-Books	OPJGU Sonepat- Campus	E-Books EBSCO			Available

Includes bibliographical references (pages 357-392) and index.

Print version record.

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. 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.

In English.

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