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 42 筆
... critic immersed in the crisis - ridden daily routine of an agency . My fourth and perhaps most challenging goal is to move those in the discipline of cultural studies from a focus on the ad as an authorial " text , " flattened out for ...
... 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 been built on canonical work in cultural criticism and social theory , it ...
... the construction of the " local " —is indispensable to both academic and corporate discussions about international advertising in the new century . The temptation for a cultural critic to discover resistance wherever she Introduction • 3 •
Advertising, Media, and Commercial Culture Jing Wang. temptation for a cultural critic to discover resistance wherever she looks is great . This book does not , however , replicate the dualistic thinking of " resistant locals " versus ...
... criticism . 16 The former — marketing person- nel at the helm of the ground operations of corporate China — are armed with success stories that fly in the face of Lazarus's classical approach to branding . Empirical evidence is helpful ...
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 | |