2000•Medical Entomology and ZoologyRequires access

Foreign Advertising in China: Becoming Global, Becoming Local

Jian Chen Wang

Abstract

Acknowledgments. 1 China's Encounter with Global Advertising Culture. 2 The Advertising Revolution: Foreign Advertising in China in the 20th Century. 3 Modern Temptation: The Siren Songs of Consumption in Foreign Ads. 4 Inside the Shop: A Case Study of a Multinational Ad Agency in Beijing. 5 Crossing the River by Feeling the Stone: Government Regulation of Foreign Advertising. 6 Global Advertising, Chinese Style. Epilogue. Notes. Selected Bibliography. Index.

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Key concepts: China, Multinational corporation, Temptation, Advertising, Beijing, Agency (philosophy), Siren (mythology), Political science