Brand New China: Advertising, Media, and Commercial Culture

For sale at Harvard University Press.

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system.

Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research.

This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization.

Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Jing Wang

About Jing Wang

Professor Jing Wang is the founder and director of MIT New Media Action Lab and serves as the Chair of the International Advisory Board for Creative Commons China. She holds a joint appointment in Global Studies & Languages and Comparative Media Studies/Writing. Her first book The Story of Stone won her the 1992 Joseph Levenson Prize for the “Best Book on Pre-Modern China.” Her third single-authored book Brand New China: Advertising, Media, and Commercial Culture came out in Arabic, Japanese, and Chinese translations. Her edited volume (with Winnie Wong) "Reconsidering the 2006 MIT Visualizing Cultures Controversy" won the Council of Editors of Learned Journal's "Best Special Issue Award" in 2015. She is currently working on a book manuscript "Activism 2.0 and Nonconfrontational Politics in China." In spring 2009, she launched NGO 2.0, a nonprofit organization that specializes in ICT powered activism. Ford Foundation awarded her an eight-year grant (2009-2017) to develop NGO2.0. A new book INTERNET PLUS PUBLIC GOOD: PLAYING WITH NEW MEDIA was published in 2016. Wang’s current research interests include advertising and marketing, civic media and communication, social media action research, popular culture, and nonprofit technology, with an area focus on the People’s Republic of China.

 
 

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