One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur

This book examines China’s identity transformations with a focus on self-perceptions and their representations and communication in the mass media. By conside

One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing cultur

Branding in China is thoroughly researched and written for all who are interested in marketing products and services to the world's fastest growing market of 1.

In the last decade, the Chinese media have imposed themselves in the global arena and have started to become a reference point, in business and cultural terms,