By Jing Wang
One half riveting account of fieldwork and one half rigorous educational examine, Brand New China deals a special point of view at the advertising tradition of China. Jing Wang's studies within the disparate worlds of Beijing advertisements corporations and the U.S. academy let her to proportion a distinct viewpoint on China in the course of its speeded up reintegration into the worldwide marketplace system.
Brand New China deals a close, penetrating, and up to date portrayal of branding and advertisements in modern China. Wang takes us inside of an advertisements company to teach the impact of yankee branding theories and types. She additionally examines the influence of latest media practices on chinese language advertisements, deliberates at the convergence of grassroots artistic tradition and viral advertising and marketing recommendations, samples profitable ads campaigns, offers useful insights approximately chinese language patron segments, and provides methodological reflections on popular culture and ads study.
This publication unveils a "brand new" China that's less than the sway of the ideology of world partnership whereas suffering to not develop into a reflect photo of the us. Wang takes at the job of unveiling the place Western pondering works in China, the place it doesn't, and, probably most vital, the place it creates possibilities for cross-fertilization.
Thanks to its mix of enticing vignettes from the ads global and thorough learn that contextualizes those vignettes, Brand New China should be of curiosity to members, scholars of pop culture, and the overall interpreting public attracted to studying a few speedily reworking chinese language society.
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