Introduction: Framing Chinese Advertising

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface ix
4. Introduction: Framing Chinese Advertising 1
5. 1 Local Content 36
6. 2 Positioning the New Modern Girl 68
7. 3 The Synergy Buzz and JV Brands 108
8. 4 Storytelling and Corporate Branding 144
9. 5 Bourgeois Bohemians in China? 180
10. 6 Hello Moto: Youth Culture and Music Marketing 247
11. Conclusion: Countdown to the Olympics 288
12. Notes 315
13. References 357
14. Acknowledgments 393
15. Index 399