By Jing Wang
One half riveting account of fieldwork and one half rigorous educational examine, Brand New China deals a distinct viewpoint at the marketing tradition of China. Jing Wang's stories within the disparate worlds of Beijing ads businesses and the U.S. academy enable her to proportion a distinct viewpoint on China in the course of its speeded up reintegration into the worldwide marketplace system.
Brand New China bargains an in depth, penetrating, and updated portrayal of branding and ads in modern China. Wang takes us inside of an advertisements service provider to teach the impression of yank branding theories and versions. She additionally examines the impression of recent media practices on chinese language advertisements, deliberates at the convergence of grassroots inventive tradition and viral advertising options, samples profitable advertisements campaigns, offers sensible insights approximately chinese language patron segments, and provides methodological reflections on popular culture and advertisements examine.
This e-book unveils a "brand new" China that's below the sway of the ideology of worldwide partnership whereas suffering to not turn into a replicate photograph of the us. Wang takes at the job of unveiling the place Western considering works in China, the place it doesn't, and, might be most crucial, the place it creates possibilities for cross-fertilization.
Thanks to its mix of attractive vignettes from the advertisements international and thorough learn that contextualizes those vignettes, Brand New China may be of curiosity to individuals, scholars of pop culture, and the overall analyzing public drawn to studying a few quickly remodeling chinese language society.
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