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Brand New China : Advertising, Media, and Commercial Culture / Jing Wang.

By: Material type: TextTextPublisher: Cambridge, MA : Harvard University Press, [2009]Copyright date: ©2010Description: 1 online resource (432 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9780674026803
  • 9780674044821
Subject(s): DDC classification:
  • 659.10951
LOC classification:
  • HF5813.C5.W37 2008eb
Other classification:
  • online - DeGruyter
Online resources:
Contents:
Frontmatter -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing -- Conclusion: Countdown to the Olympics -- Notes -- References -- Acknowledgments -- Index
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9780674044821

Frontmatter -- Contents -- Preface -- Introduction: Framing Chinese Advertising -- 1 Local Content -- 2 Positioning the New Modern Girl -- 3 The Synergy Buzz and JV Brands -- 4 Storytelling and Corporate Branding -- 5 Bourgeois Bohemians in China? -- 6 Hello Moto: Youth Culture and Music Marketing -- Conclusion: Countdown to the Olympics -- Notes -- References -- Acknowledgments -- Index

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 29. Jun 2022)