Brand New China_ Advertising, Media, and Commercial Culture-Harvard University Press (2008)



JING WANG

Preface ix
Introduction: Framing Chinese Advertising 1
1 Local Content 36
2 Positioning the New Modern Girl 68
3 The Synergy Buzz and JV Brands 108
4 Storytelling and Corporate Branding 144
5 Bourgeois Bohemians in China? 180
6 Hello Moto: Youth Culture and Music Marketing 211
7 CCTV and the Advertising Media 247
Conclusion: Countdown to the Olympics 288