Foreign advertising in China : becoming global, becoming local / Jian Wang.

Format:

Book

Author/Creator:

Wang, Jian

Language:

English

Subjects (All):

Advertising--China.

Advertising.

International business enterprises--China.

International business enterprises.

China.

Investments, Foreign--China.

Investments, Foreign.

Physical Description:

x, 164 pages ; 24 cm

Edition:

First edition.

Place of Publication:

Ames : Iowa State University Press, 2000.

Summary:

A groundbreaking exploration of foreign advertising in China, widely regarded as the fastest growing advertising market in the world. Wang examines the current tensions between the nation-state of China and the global market. Topics include: a historical overview of foreign advertising in China; the shifting dynamics of globalization and localization; and the affect of Chinese government regulation on foreign advertising content and practice.

Contents:

1. China's Encounter with Global Advertising Culture 3

2. The Advertising Revolution: Foreign Advertising in China in the 20th Century 21

3. Modern Temptation: The Siren Songs of Consumption in Foreign Ads 51

4. Inside the Shop: A Case Study of a Multinational Ad Agency in Beijing 69

5. "Crossing the River by Feeling the Stone": Government Regulation of Foreign Advertising 91

6. Global Advertising, Chinese Style 105.

Notes:

Includes bibliographical references (pages 147-155) and index.

ISBN:

0813818281

OCLC:

43555289