1.

Record Nr.

UNINA9910777461203321

Autore

Wang Jing <1950->

Titolo

Brand new China [[electronic resource] ] : advertising, media, and commercial culture / / Jing Wang

Pubbl/distr/stampa

Cambridge, Mass., : Harvard University Press, 2008

ISBN

0-674-26823-7

0-674-04482-7

Descrizione fisica

1 online resource (xii, 411 p. ) : ill

Classificazione

85.40

Disciplina

659.10951

Soggetti

Advertising - China

Marketing - China

Brand name products - China

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Note generali

Bibliographic Level Mode of Issuance: Monograph

Nota di bibliografia

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

Nota di contenuto

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.

Sommario/riassunto

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.