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Advertising and Chinese Society

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"Advertising and Chinese Society: Impacts and Issues" examines the social, psychological, legal, and ethical impact, perceived or proven, that may result from advertising in the booming Chinese market. Unlike those on a commercial slant, this book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed in this 14-chapter volume include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Contributed by a group of prominent scholars on Chinese advertising research from the fields of communication, journalism, and marketing, this book resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book aims at enhancing the sensitivity of scholars and practitioners interested in Chinese advertising to its social ramifications.
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About the Author

Hong Cheng is an associate professor at Bradley University where he teaches advertising, journalism, and mass communication theory courses. They both live in Peoria, Illinois.


This is an incredibly valuable and intricate analysis of the advertising industry in China. It covers many of the chal-lenges and issues connected with doing business in one of the world's fastest-growing advertising markets. Such insights are essential to successfully navigating this complex and demanding business environment. This is a must-read for China-watchers! Michael Lee Executive Director International Advertising Association The population, spending power, and advertising expenditure figures cannot be argued with-China has emerged as one of the largest global markets. Hong Cheng and Kara Chan's new text is a "must-read" for anyone hoping to understand the Chinese consumer and sell in the Chinese marketplace. Contributions explore the role that adver-tising plays in both reflecting and shaping Chinese society. Social, psychological, legal, and ethical impacts of advertising are examined, employing a variety of research methods-from surveys to semiotic analysis. For aca-demics and practitioners alike, Advertising and Chinese Society is truly a valuable contribution to the literature on international advertising. Barbara Mueller Professor School of Journalism & Media Studies San Diego State University, U.S.A. Advertising and Chinese Society: Impacts and Issues is a badly needed compilation of articles on one of the most important, yet least understood, advertising markets. While everyone knows the story of the unprecedented growth of the Chinese advertising industry and most are aware that China has not been a simple market for for-eigners to figure out, to date there has not been a compilation that provides the reader with a holistic view of ad-vertising in China. Here, Hong Cheng and Kara Chan have succeeded in putting together a primer on Chinese advertising written by an outstanding group of scholars. I highly recommend this volume to both those needing an introduction to advertising in China and those who desire a deeper understanding of Chinese advertising or inter-national advertising in general. Charles R. Taylor John A. Murphy Professor of Marketing Villanova School of Business, U.S.A. Advertising and Chinese Society: Impacts and Issues, edited by Hong Cheng and Kara Chan, is a comprehensive and analytic view on a broad spectrum of aspects of advertising in China. The book serves the high demand on knowledge on advertising in the enormous Chinese market and should be of high interest to scholars, students, and practitioners alike. Ralf Terlutter Professor of Marketing and International Management Klagenfurt University, Austria

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