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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 Wangs 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 uptodate 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 of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.This book unveils a brand new China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for crossfertilization.Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
As a marketing major, this book is a treasure trove. It’s full of colorful examples and really showcases how commercial culture operates in China. I’ve already recommended it to my classmates!
M
Mark Thompson
Good resource but lacks depth
This book has some good examples of Chinese advertising, but I was hoping for more analysis. The cultural context is there, but it's not as in-depth as I’d like. Still, a solid read if you're looking for a primer.
L
Lian Wang
Interesting insights into Chinese culture
I picked up this collection on a whim, and it really opened my eyes to the depth of advertising in China. The visuals are striking and the cultural references are well-explained. It’s a great resource for anyone interested in media studies or marketing!
J
John Davis
Disappointed with the quality of print
I expected better quality based on the description, but the pages feel flimsy and some images are poorly printed. It's okay for casual reading, but I wouldn’t want it on my coffee table.
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⚠️ California Proposition 65 Warning: Some products sold on this website may expose you to chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm. For more information, visit www.P65Warnings.ca.gov.
