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

• Superior document: Title is part of eBook package: De Gruyter Asian Studies Backlist (2000-2014) eBook Package
• VerfasserIn: Wang, Jing,
• Place / Publishing House: Cambridge, MA : : Harvard University Press, , [2009]; ©2010
• Year of Publication: 2009
• Language: English
• Physical Description: 1 online resource (432 p.)
• Other title: 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
• Format: Mode of access: Internet via World Wide Web.
• ISBN: 9780674044821; 9783110649772; 9783110756067; 9783110442205
• DOI: 10.4159/9780674044821
• Access: restricted access
• Hierarchical level: Monograph
• Statement of Responsibility: Jing Wang.

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.