Brand New China: Advertising, Media, and Commercial CultureHarvard University Press, 2010年4月10日 - 432 頁 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. |
搜尋書籍內容
第 1 到 5 筆結果,共 61 筆
... Western societies . With an analysis that includes top- ics like the bobo fever and the single - child generation in pursuit of " safe cool , " this book takes a critical look at contemporary Chinese advertising and examines branded ...
... Western watchers focus on . Due recognition must be given to cities on the second tier ( for ex- ample , Hangzhou , Nanjing , Shenyang , Tianjin , Wuhan , and other affluent provincial centers ) and to the third - tier , sizable , and ...
... Western sensibility . ADVERTISING MEDIUMS Advertising , guang gao in modern Mandarin , " communicating to the public " or in the broadest sense of " making goods publicly known , " developed as early as commodity exchange took shape in ...
... Western marketers about " Chinese consumers " and juxtapose them with insights given by Chinese marketers on the mainland . Two diametrically opposite marketing orientations are immediately obvious — one courting China's gold - collar ...
... Western in- fluence dominates . Another geographically less partial report is more nuanced : " The Chinese university students in our study are young and open - minded and would not hesitate to buy any brand , Chinese or foreign , that ...
內容
Local Content | 36 |
Positioning the New Modern Girl | 68 |
The Synergy Buzz and JV Brands | 108 |
Storytelling and Corporate Branding | 144 |
Bourgeois Bohemians in China? | 180 |
Hello Moto Youth Culture and Music Marketing | 211 |
CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |