Advertising and Chinese society : impacts and issues

315 p. S.

Includes bibliographical references and index

""Copyright Page""; ""Contents""; ""Preface""; ""References""; ""Chapter 1. Advertising and Chinese Society: An Overview""; ""A Brief Profile of China""; ""History""; ""People""; ""Government""; ""Economy""; ""A Brief Profile of Advertising in China""; ""Yesterday and Today""; ""Advertising Media""; ""Advertising Industry Structure""; ""Advertising Control""; ""Chinese Consumers and Consumer Markets""; ""Changes in Consumer Behavior""; ""Changes in Consumer Behavior""; ""Increasing Brand Choices""; ""Changes in Cultural Values""; ""Conclusion""; ""References""

""Chapter 2. Advertising and Rising Consumerism in China""""Greater China""; ""Rising Economic Development""; ""Rise of the Middle Class""; ""Rising Youth Market""; ""Rising Nationalism: Local vs. Global""; ""Share of Mind""; ""Culture is Everything: Localization of Campaigns""; ""Rising Consumer Awareness""; ""Understanding Local Culture Is Key to Success in China""; ""The Rise of Women as Big Spenders""; ""Advertising Agencies in China""; ""Mainland Chinese Shoppers Help with Hong Kong Economy""; ""Conclusion""; ""References""

""Chapter 3. Chinese Consumers� Attitudes Toward Advertising""""Introduction""; ""Consumer Attitudes and Advertising""; ""Attitudes Toward Advertising in General""; ""Chinese Consumers� Attitudes Toward Advertising""; ""General Information of Advertising Exposure in China""; ""Chinese Young Consumers� Attitudes Toward Advertising""; ""Conclusions""; ""References""; ""Acknowledgment""; ""Chapter 4. Cultural Values Reflected in Chinese Advertisements: A Critical Analysis""; ""The Case of China""; ""Culture""; ""Values""; ""Cultural Values""; ""Chinese Culture and Values""; ""Modernity""

""Cultural Values in Chinese Advertising""""Summary and Conclusions""; ""References""; ""Chapter 5. Consumer Reactions to Global and Local Advertising Appeals in China""; ""Theoretical Considerations""; ""Advertising with Global vs. Local Appeals""; ""Data Collection and Analysis""; ""Global Appeals Are fiReadfl as Signsor Beauty, Status, and Cosmopolitanism""; ""Local Appeals Are fiReadfl as oking Chinese Cultural Values or Nationalistic feelings""; ""Discussion and Conclusion""; ""Interpretations and Implications""; ""References""; ""Appendix: Research Method: Advertisements""

""Informants""""Procedures""; ""Analysis""; ""Chapter 6. Advertising Law and Regulation in China""; ""Introduction""; ""The Ideological front of Chinese Advertising Regulation""; ""The Administrative front of Chinese Advertising Regulation""; ""The Legislative front of Chinese Advertising Regulation""; ""Regulation on Advertising for Medical Products and Services""; ""Regulation on Tobacco Advertising""; ""Regulation on Alcohol Advertising""; ""Regulation on Advertising for food""; ""Regulation on Advertising for Cosmetics""; ""Regulation on Advertising for Real Estate""

""Regulation on Advertising Media""

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