Advertising and Consumer Culture in China (eBook)

Hongmei Li is Associate Professor of Strategic Communication at Miami University.

Map

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

"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 University