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 39 筆
... audiences to which the academic interpreter does not belong . An academic critic's like or dislike of an ad may thus matter very little in the final analysis . Seen in this light , while advertising studies in the humanities have long ...
... audience shared basically similar social instincts and emotions , and therefore advertisers " often saw little need to differentiate copy appeals " ( Marchand 1985 , 66 ) . Ad- vertising , rather than branding , was the major task of ...
... audience is 1.17 billion — a 98.2 percent pen- etration rate . The average viewer spends three hours daily watching the tube . In contrast , only 7.2 percent of the Chinese population were online in 2005 , compared with 60.6 percent of ...
... audience participation is not brought into the picture , pro- ducer - driven branded entertainment like the S.H.E. and Birdman spots may look like passive content of little interest to highly inter- active end - users . In China , large ...
... audience — television remains king , and that is where major battles between corporate sponsors are fought . Television is the ideal medium in which to plant and build a brand in China . WHAT LIES AHEAD : THE PLAN OF THIS BOOK Brand New ...
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 | |