By Jing Wang
One half riveting account of fieldwork and one half rigorous educational learn, Brand New China deals a distinct viewpoint at the advertising tradition of China. Jing Wang's stories within the disparate worlds of Beijing ads organisations and the U.S. academy enable her to proportion a distinct standpoint on China in the course of its sped up reintegration into the worldwide marketplace method.
Brand New China deals an in depth, penetrating, and up to date portrayal of branding and ads 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 latest media practices on chinese language advertisements, deliberates at the convergence of grassroots inventive tradition and viral advertising techniques, samples profitable ads campaigns, offers sensible insights approximately chinese language buyer segments, and gives methodological reflections on popular culture and advertisements learn.
This booklet unveils a "brand new" China that's lower than the sway of the ideology of world partnership whereas suffering to not turn into a reflect picture of the us. Wang takes at the activity of revealing the place Western pondering works in China, the place it doesn't, and, possibly most crucial, the place it creates possibilities for cross-fertilization.
because of its mix of enticing vignettes from the advertisements global and thorough examine that contextualizes those vignettes, Brand New China may be of curiosity to individuals, scholars of pop culture, and the overall interpreting public drawn to studying a couple of swiftly remodeling chinese language society.
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Extra info for Brand New China: Advertising, Media, and Commercial Culture
In the American context, the word “brand” meant “to burn” a mark on livestock. Trade buyers used branding as a means of distinguishing cattle sold from different ranches. A rancher whose stock earned him a good reputation would find his brand much sought after, and the link between brand and discrimination was thus established. Commercial brands appeared in great numbers in the late nineteenth and early twentieth centuries, when trademark legislation was institutionalized to protect brand owners (Blackett 2004, 14).
Instead, I find it more useful to start with the site of production itself— advertising agencies—and explore a set of production-centered topics, among them, the international agency model of the Association of Accredited Advertising Agencies (4As), the presence of international agencies in China and their skirmishes with domestic companies, and the flap over the challenges posed by an alternative discourse known as 4C (Chinese/Consumer/Consensus/Communication). At the heart of this chapter is the production of the “local” by domestic ad boutiques (agencies with specific creativity profiles) and by TNAAs.
3 million votes to pick the winner of the contest (Roberts 2006). The promotion generated not only headlines but soaring sales for Motorola’s new phones. The long line of amateur stars discovered online will follow in the footsteps of the Back Dormitory Boys and queue up as future brand ambassadors one by one. Meanwhile, social-network media are expanding the conceptual boundaries of branded content and offering convergence possibilities with blogs and podcasts. 0 homepages. 33 This latest development in socialnetwork advertising may have a long way to go in China.
Brand New China: Advertising, Media, and Commercial Culture by Jing Wang