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 95 筆
... global , consumers and producers , and resis- tance and domination . The integration of industry perspectives into advertising research enables us to mitigate problems arising from the conventional tex- tual approaches to advertisements ...
... global self - promotion that will hardly put a dent in the state's ca- pacity to control ( Keane and Donald 2002 , 208 ) . With few excep- tions , such as Zhao Yuezhi's longer view of China's integration into global capitalism ( Y. Zhao ...
... global economy . By ur- ban , however , I do not mean only the first - tier cities of Beijing , Shanghai , and Guangzhou that most Western watchers focus on . Due recognition must be given to cities on the second tier ( for ex- ample ...
... global " breaks down completely remains to be seen . From a theoretical perspective , the task of moving beyond such a binary , or dualistic , conceptualization depends a great deal on how seriously we take " marketing " as an ...
... global youth culture " —propo- sitions set in the controversial terms of Western sensibility . ADVERTISING MEDIUMS Advertising , guang gao in modern Mandarin , " communicating to the public " or in the broadest sense of " making goods ...
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 | |