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5 Bourgeois Bohemians in China?

Jing Wang

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This chapter is in the book Brand New China

© 2021 by the President and Fellows of Harvard College

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© 2021 by the President and Fellows of Harvard College

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Chapters in this book

Frontmatter i
Contents vii
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 247
Conclusion: Countdown to the Olympics 288
Notes 315
References 357
Acknowledgments 393
Index 399

https://doi.org/10.4159/9780674044821-007

Chapters in this book

Frontmatter i
Contents vii
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 247
Conclusion: Countdown to the Olympics 288
Notes 315
References 357
Acknowledgments 393
Index 399

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