Madmen in Shanghai : : A Social History of Advertising in Modern China (1914–1956) / / Cécile Armand.

• Superior document: Title is part of eBook package: De Gruyter DG Plus DeG Package 2024 Part 1
• VerfasserIn: Armand, Cécile,
• Place / Publishing House: München ;, Wien : : De Gruyter Oldenbourg, , [2024]; ©2024
• Year of Publication: 2024
• Edition: Englische Übersetzung eines Reihentitels (978-3-11-118539-2), der bereits gesetzt wurde und bald veröffentlicht wird.
• Language: English
• Physical Description: 1 online resource (XVI, 252 p.)

Madmen in Shanghai: A Social History of Advertising in Modern China (1914–1956) provides a novel perspective on the emergence of Chinese consumer society through an extensive historical investigation of the advertising industry in pre-Communist China. Utilizing a diverse array of previously unexplored primary sources, including professional literature, newspapers, photographs, and municipal archives, it charts the development and growing influence of the advertising profession, fostered by professional organizations, agencies, and prominent practitioners. It underscores the crucial role of this hybrid and transnational profession in introducing an expanding array of consumer products and in shaping the enduring narrative of the “four hundred million customers.” This book will be of interest to scholars specializing in modern Chinese history, urban and consumer studies, media and mass communication, and also for professionals engaged in the fields of advertising and marketing.

Table of Contents

Frontmatter -- Contents -- List of Maps and Figures -- List of Tables -- Key Abbreviations -- Introduction -- Part One: The Birth of a Profession -- Chapter 1 In Search of Legitimacy -- Chapter 2 The Rise of Independent Agencies -- Chapter 3 Biographical Trajectories -- Part Two: Conquering Markets -- Chapter 4 The Rise of Consumer Goods -- Chapter 5 The Gradual Conversion of Advertisers -- Chapter 6 The Invention of Branding -- Part Three: Advertising Theories and Practices -- Chapter 7 Insights from Textbooks -- Chapter 8 Implementation by Practitioners -- Chapter 9 In Search of the Four Hundred Million Customers -- Conclusion -- Appendices -- References -- Brand Names -- Concepts -- Organisations -- Persons