INDICE: . Contents . Map . Chronology . Acknowledgements . Introduction . 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 . Notes . References . Index .
- ISBN: 978-0-7456-7116-1
- Editorial: Polity Press
- Encuadernacion: Cartoné
- Páginas: 280
- Fecha Publicación: 27/05/2016
- Nº Volúmenes: 1
- Idioma: Inglés
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