Advertising and Consumer Culture in China

This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China's search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era.
 
Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China.
 
The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.

Inhaltsverzeichnis

Map
 
Chronology
 
Acknowledgements
 
Introduction
 
Chapter One: Modernity, Cultural Globalization, and Chinese Advertising
 
Chapter Two: The Development of Advertising in China
 
Chapter Three: Chinese Advertising Agencies: Dancing with Chains?
 
Chapter Four: Branding Chinese Products: Between Nationalism and Cosmopolitanism
 
Chapter Five: Chinese Sportswear Brand Li-Ning: Selling a Cosmo-Patriotic Image
 
Chapter Six: Controversial Advertising in China
 
Chapter Seven: From Mass Marketing to Participatory Advertising in the Digital Age
 
Conclusion and Reflection
 
Notes
 
References
 
Index

Über den Autor / die Autorin

Hongmei Li is Associate Professor of Strategic Communication at Miami University

Zusammenfassung

This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China s search for modernity and cultural globalization.

Produktdetails

• Autoren: H Li, H. Li, Hongmei Li, Li Hongmei
• Verlag: Polity Press
• Sprache: Englisch
• Produktform: Fester Einband
• Erschienen: 24.06.2016
• EAN: 9780745671161
• ISBN: 978-0-7456-7116-1
• Seiten: 280
• Serien: China Today; China Today
• Themen: Sozialwissenschaften, Recht,Wirtschaft > Sozialwissenschaften allgemein; Kommunikation, Werbung, Volkswirtschaftslehre, Kulturwissenschaften, Cultural Studies, Economics, Communication & Media Studies, Kommunikation u. Medienforschung, Spezialthemen Kommunikation u. Medienforschung, Communication & Media Studies Special Topics, China /Wirtschaft, Volkswirtschaft, Consumer Culture & Consumption, Verbraucherkultur, Kulturkonsum, Asien u. Australasien / Ökonomie u. Handel, Asia & Australasia