Advertising and Consumer Culture in China (China Today) (Paperback) by Li Hongmei
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.