Brand New China

* 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

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.

In Brand New China, Jing Wang uses Chinese advertising as an optic through which to scrutinize this tension between Eastern and Western approaches to the market...Her book is a thoroughly enjoyable and well-written tour d'horizon of branding and advertising strategy. -- John Feffer The Nation 20080218 Brand New China uses the methodology and perspectives of cultural analysis to produce a detailed study of branding and advertising in China...The book is original, well researched and based on a wide-ranging appreciation of both popular and literary Chinese culture. -- Delia Davin Times Higher Education Supplement 20080313 Brand New China blurs the line between storytelling and statistical analysis, making for an interesting, complex read...Think of Freakonomics crossed with your freshman year anthropology textbook crossed with a business meeting--no-nonsense, analytical, and frequently surprising...Wang brings China forth as an individualistic consumer culture that may shock Western readers with both its idiosyncrasies and parallels to Western markets. She offers insight on what is today an immensely important piece of the international puzzle, and cleverly pulls together the psychological and traditional elements of commercial culture to create a well-rounded, illuminating read. -- Rachel Smucker popmatters.com 20080305 This book is not only important to professionals and scholars with an interest in China--Brand New China will be a valuable resource for anyone interested in the future of advertising. -- Christina Spurgeon International Journal of Advertising 20090306