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Informationen zum Autor Jing Wang (1950¿2021) was Professor of Chinese Media and Cultural Studies, S. C. Fang Professor of Chinese Language and Culture, and Director of the New Media Action Lab at the Massachusetts Institute of Technology. She received fellowships from the Radcliffe Institute of Advanced Studies, the National Humanities Center, and the Chiang Ching-Kuo Foundation, and was a recipient of the Overseas Distinguished Professor Award given by Chinäs Ministry of Education. She was the Founder and Secretary General of NGO2.0, a nonprofit in China specializing in technology-driven and social mediäpowered activism, and was the author of Brand New China: Advertising, Media, and Commercial Culture ; The Story of Stone ; and High Culture Fever: Politics, Aesthetics, and Ideology in Deng¿s China . Klappentext Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advertising and marketing culture of China. Wang¿s experiences in the worlds of Beijing advertising agencies and the U.S. academy offer a unique perspective on China during its accelerated reintegration into the global market system. Zusammenfassung Part riveting account of fieldwork and part rigorous academic study, this book offers a unique perspective on the advertising and marketing culture of China. Wang’s experiences in the worlds of Beijing advertising agencies and the U.S. academy offer a unique perspective on China during its accelerated reintegration into the global market system. Inhaltsverzeichnis * Preface * Introduction: Framing Chinese Advertising * Local Content * Positioning the New Modern Girl * The Synergy Buzz and TV Brands * Storytelling and Corporate Branding * Bourgeois Bohemians in China * Hello Moto: Youth Culture and Music Marketing * CCTV and Advertising Media * Notes * References * Acknowledgments * Index
