Advertising and Consumer Culture in China

This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse, and a profession in China’s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, as well as Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post-WTO era.

Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising over the past three decades in post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis provides significant insights into advertising and consumer culture, as well as the economic, social, political, and cultural transformations in China.

Advertising and Consumer Culture in China is essential for students and scholars of communication, media, cultural studies, and international business, and all those interested in cultural globalization and China.