This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China’s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era.
Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China.
The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.
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