Cover: Brand New China: Advertising, Media, and Commercial Culture, from Harvard University PressCover: Brand New China in PAPERBACK

Brand New China

Advertising, Media, and Commercial Culture

Add to Cart

Product Details

PAPERBACK

$23.50 • £18.95 • €21.00

ISBN 9780674047082

Publication Date: 04/10/2010

Academic Trade

432 pages

5-1/8 x 7-15/16 inches

12 halftones, 8 tables

World

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 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 cross-fertilization.

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.

From Our Blog

Jacket: The Privileged Poor: How Elite Colleges Are Failing Disadvantaged Students, by Anthony Abraham Jack, from Harvard University Press

Book Club Spotlight: The Privileged Poor

As students around the world deliberate their options for further education, only made more challenging in a pandemic, we’re reminded that getting in is only half the battle. In The Privileged Poor: How Elite Colleges Are Failing Disadvantaged Students, Anthony Abraham Jack asks how—and why—do disadvantaged students struggle at elite colleges? What can schools can do differently if these students are to thrive? As back to school season begins, we spoke to two university book clubs that read and discussed The Privileged Poor this summer.