Brand New China: Advertising, Media, and Commercial Culture

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Harvard University Press, Apr 10, 2010 - Business & Economics - 432 pages

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.

Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.

This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization.

Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.



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Page 23 - The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation and the way it's advertised." The best way to understand a brand is to think of it as a friend. We choose brands in exactly the same way we choose friends. Brands are friends; products are strangers. Branding is an emotional process of involvement. At its most basic level advertising...
Page 8 - PRC in the last decade of the twentieth century and the first decade of the new millennium.
Page 25 - Avis is only No. 2 in rent-a-cars, so why go with us? We try harder"; and "Come alive!

About the author (2010)

Jing Wang is S. C. Fang Professor of Chinese Language and Culture at MIT, Chair of the International Advisory Board of Creative Commons China Mainland, and the author of High Culture Fever and The Story of Stone.

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