Download PDF by Jing Wang: Brand New China: Advertising, Media, and Commercial Culture

By Jing Wang

One half riveting account of fieldwork and one half rigorous educational examine, Brand New China bargains a different point of view at the marketing tradition of China. Jing Wang's stories within the disparate worlds of Beijing ads 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 process.

Brand New China deals an in depth, penetrating, and up to date portrayal of branding and advertisements in modern China. Wang takes us within an ads organisation to teach the impression of yankee branding theories and versions. She additionally examines the impression of recent media practices on chinese language ads, deliberates at the convergence of grassroots artistic tradition and viral advertising and marketing options, samples profitable ads campaigns, offers useful insights approximately chinese language purchaser segments, and gives methodological reflections on popular culture and advertisements examine.

This booklet unveils a "brand new" China that's lower than the sway of the ideology of world partnership whereas suffering to not develop into a replicate photograph of the U.S.. Wang takes at the activity of revealing the place Western pondering works in China, the place it doesn't, and, might be most crucial, the place it creates possibilities for cross-fertilization.

due to its mix of enticing vignettes from the ads international and thorough learn that contextualizes those vignettes, Brand New China may be of curiosity to individuals, scholars of pop culture, and the overall analyzing public attracted to studying a few quickly remodeling chinese language society.

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The traits of gifting and “face consumption” (mianzi xiaofei) are key to our understanding of consumer behavior, especially dur- Introduction • 17 ing festival periods. Take the Autumn Moon festival, for example, in which, as a popular saying goes, “those who buy premium moon cakes won’t eat them, and those who eat them don’t purchase them” (mai de ren bu chi, chi de ren bu mai). If you are mystified by this paradox, you have not fully grasped Chinese gifting culture. The majority of those who have bought pricey moon cakes are giving them to friends or seniors who are wealthier and higher in status than they.

Central to my exploration is the debate over the conceptual divide between corporate branding and product branding. I devote an entire chapter to corporate branding in part to demonstrate the lessons we can learn by exploring corporate culture from the vantage point of organizational storytelling. 34 • BRAND NEW CHINA This brings us not only to the rich anecdotal literature of Haier and the cartoon series bearing its name but to the two online debates that erupted around Lenovo triggered by Chinese bloggers.

Com’s revenue came from online games and mobile games as well as SMS content provision for carriers like China Mobile. 28 But observers predicted that the Chinese balance would quickly change, and by 2006, Sohu was already earning about two thirds of its revenues from advertising (D. Roberts 2006). For international youth brands, the Net is undoubtedly where the action is. In April 2005, Coca-Cola and Pepsi initiated a new formula of partnering with digital entertainment software giants worldwide.

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