- 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


Brand New China
Advertising, Media, and Commercial Culture
Product Details
PAPERBACK
$24.00 • £19.95 • €21.50
ISBN 9780674047082
Publication Date: 04/10/2010