Description
Book SynopsisThis book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China s search for modernity and cultural globalization.
Trade Review"
Advertising and Consumer Culture in China delivers up-to-the-minute coverage of the development of advertising in China, including its latest incarnations on the Internet and smart phones. But this is a study of much more than a single Chinese industry struggling to survive in a globally competitive market. Hongmei Li also provides a critical window onto contemporary China's economy, society, and people's aspirations."
Karl Gerth, University of California, San Diego, and author of As China Goes, So Goes the World "A brilliant book! Li has done an excellent job of tracing the sociopolitical, economic, cultural, and technological elements that are contributing to the growth of consumer culture in China today. It is required reading for advertising professionals as well as students of advertising in Asia."
Katherine Frith, Southern Illinois UniversityTable of ContentsMap
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
