Brand New China Advertising， Media， and Commercial Culture.pdf

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1、BRANDNEWCHINABRANDNEWCHINAAdvertising,Media,andCommercialCultureJINGWANGHARVARDUNIVERSITYPRESSCambridge,MassachusettsLondon,England2008Copyright©2008bythePresidentandFellowsofHarvardCollegeAllrightsreservedPrintedintheUnitedStatesofAmericaManyofthedesignationsusedbymanufacturersands

2、ellerstodistinguishtheirproductsareclaimedastrademarks.WherethosedesignationsappearinthisbookandHarvardUniversityPresswasawareofatrademarkclaim,thedesignationshavebeenprintedininitialcapitalletters(forexample,Kotex).LibraryofCongressCataloging-in-PublicationDataWang,Jing,1950July5Br

3、andnewChina:advertising,media,andcommercialculture/JingWang.p.cm.Includesbibliographicalreferencesandindex.ISBN-13:978-0-674-02680-3(cloth:alk.paper)ISBN-10:0-674-02680-2(cloth:alk.paper)1.AdvertisingChina.2.MarketingChina.3.BrandnameproductsChina.I.Title.HF5813.C5W372007659.10951dc

4、222007027501ToBruceOltchickContentsPrefaceixIntroduction:FramingChineseAdvertising11LocalContent362PositioningtheNewModernGirl683TheSynergyBuzzandJVBrands1084StorytellingandCorporateBranding1445BourgeoisBohemiansinChina?1806HelloMoto:YouthCultureandMusicMarketing2117CCTVandtheAdvert

5、isingMedia247Conclusion:CountdowntotheOlympics288Notes315References357Acknowledgments393Index399PrefaceMyinterestinwritingabookaboutcontemporaryChineseadver-tisingbeganinthelate1990s.Whileputtingtogetheranotherproj-ect,IstumbleduponafascinatingphenomenoninthehistoryofChinesepopularc

6、ulture:thecolorfuloutburstofcorporatelogosintheurbancentersofsouthandnorthChinaaround1988.Itwasthenmerelyadecadesincethereturnofcommercialadvertisingaf-tertheCulturalRevolution,andtelevisioncommercialsaswellasprintadvertisingstillcarriedsocialistbaggage.Imagineahealth-drinkmanufactu

7、rerwhosuddenlydiscoversthecashvalueofvisualsymbols.Therelationshipbetweeninvisibleassetsandafigurativeimagebecomesclear,whichinturntriggersasharpvisualturnofthecorporateculture.Thehealth-drinkmakerwasApollo(Taiyangshen),basedinGuangdongprovince.In1988thecompanyadoptedacorporateidenti

8、tymanagementsystem,