Brand new China : advertising, media, and commercial culture / Jing Wang.
Material type:
TextPublisher: Cambridge, Mass. : Harvard University Press, 2008Description: xiii, 411 p. : ill. ; 22 cmISBN: 9780674047082 (pbk.); 0674047087 (pbk.); 9780674026803 (cloth : alk. paper); 0674026802 (cloth : alk. paper)Subject(s): Advertising -- China | Marketing -- China | Brand name products -- China | Reclame | Merknamen | China | Marketing | Werbepsychologie | Markenartikel | China | Advertising -- China | Marketing -- China | Brand name products -- China| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| 書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 659.10951 Wa633 2008 (Browse shelf) | Available | E114046 |
Includes bibliographical references (p. 357-392) and index.
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.
'Brand New China' offers a detailed, penetrating and up-to-date portrayal of branding and advertising in contemporary China. Wang takes readers inside an advertising agency to show the influence of American branding theories and models and also examines the impact of new media practices on Chinese advertising.
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