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

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Product Details

PAPERBACK

$24.00 • £19.95 • €21.50

ISBN 9780674047082

Publication Date: 04/10/2010

Academic Trade

432 pages

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

12 halftones, 8 tables

World

  • Preface
  • Introduction: Framing Chinese Advertising
  • 1. Local Content
  • 2. Positioning the New Modern Girl
  • 3. The Synergy Buzz and TV Brands
  • 4. Storytelling and Corporate Branding
  • 5. Bourgeois Bohemians in China
  • 6. Hello Moto: Youth Culture and Music Marketing
  • 7. CCTV and Advertising Media
  • Notes
  • References
  • Acknowledgments
  • Index

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