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By Jing Wang

One half riveting account of fieldwork and one half rigorous educational learn, Brand New China deals a distinct standpoint at the marketing tradition of China. Jing Wang's stories within the disparate worlds of Beijing advertisements companies and the U.S. academy enable her to proportion a special viewpoint on China in the course of its speeded up reintegration into the worldwide industry system.

Brand New China deals a close, penetrating, and updated portrayal of branding and advertisements in modern China. Wang takes us inside of an ads employer to teach the impact of yank branding theories and versions. She additionally examines the influence of latest media practices on chinese language advertisements, deliberates at the convergence of grassroots inventive tradition and viral advertising and marketing innovations, samples winning advertisements campaigns, presents sensible insights approximately chinese language customer segments, and gives methodological reflections on popular culture and ads study.

This publication unveils a "brand new" China that's below the sway of the ideology of world partnership whereas suffering to not turn into a replicate photograph of the us. Wang takes at the job of revealing the place Western pondering works in China, the place it doesn't, and, possibly most vital, the place it creates possibilities for cross-fertilization.

Thanks to its mixture of attractive vignettes from the ads global and thorough study that contextualizes those vignettes, Brand New China can be of curiosity to members, scholars of pop culture, and the final analyzing public attracted to studying a few speedily reworking chinese language society.

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