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, S. C. Fang Professor of Chinese Language and Culture, 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 is also the founder and secretary-general of NGO2.0, a grassroots nonprofit organization based in Beijing and Shenzhen, specializing in ICT (Information Communication Technology) powered activism. Ford Foundation awarded her a ten-year grant (2009-2019) to develop NGO2.0. Wang’s first book The Story of Stone (published in English and Japanese) won her the 1992 Joseph Levenson Prize for the “Best Book on Pre-Modern China,” awarded by the Association of Asian Studies. Her third single-authored book Brand New China: Advertising, Media, and Commercial Culture came out in Arabic, Japanese, and Chinese translations. Her fourth single-authored book The Other Digital China: Nonconfrontational Activism on the Social Web is forthcoming from Harvard University Press in December 2019. One of Wang’s 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. Professor Wang is currently working with a colleague in China to edit a volume on entertainment media and the future of content. Wang has received fellowships from the Radcliffe Institute of Advanced Studies of Harvard University, the National Humanities Center, and the Chiang Ching-kuo Foundation. Wang’s current research interests include entertainment media in China and the US, advertising and marketing, civic media and communication, social media action research, and nonprofit technology, with an area focus on the People’s Republic of China.

 
 

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