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Brand New China
Jing Wang
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Description for Brand New China
Paperback. Offers a perspective on the advertising and marketing culture of China. This book takes us inside an advertising agency to show the influence of American branding theories and models. It examines the impact of media practices on Chinese advertising and deliberates on the convergence of grassroots creative culture and viral marketing strategies. Num Pages: 432 pages, 12 halftones, 8 tables. BIC Classification: 1FPC; JFCA; KJK; KJSA. Category: (G) General (US: Trade); (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 202 x 132 x 28. Weight in Grams: 486.
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.
Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact ... Read more
Product Details
Format
Paperback
Publication date
2010
Publisher
Harvard University Press United States
Number of pages
432
Condition
New
Number of Pages
432
Place of Publication
Cambridge, Mass, United States
ISBN
9780674047082
SKU
V9780674047082
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Jing Wang
Jing Wang (1950–2021) was Professor of Chinese Media and Cultural Studies, S. C. Fang Professor of Chinese Language and Culture, and Director of the New Media Action Lab at the Massachusetts Institute of Technology. She received fellowships from the Radcliffe Institute of Advanced Studies, the National Humanities Center, and the Chiang Ching-Kuo Foundation, and was a recipient of the Overseas ... Read more
Reviews for Brand New China
This book will find a readership among industry participants, students of China, and academic researchers of China's rapidly emerging consumer culture. There are few persons better qualified than Jing Wang to speak about China's cultural reforms, and Brand New China fills a gap in the literature.
Michael Keane, author of Created in China: the Great New Leap Forward Few ... Read more
Michael Keane, author of Created in China: the Great New Leap Forward Few ... Read more