Foreign Advertising in China

This book examines the evolution of advertising in China, focusing on strategies used by multinational agencies and the shift toward domestic clients.

In Foreign Advertising in China, the author explores the significant transformation within the advertising landscape of China, particularly as the nation experiences rapid economic growth. This book delves into the historical context of advertising in China, tracing its roots back to the early 20th century and highlighting the pivotal moments during the advertising booms of the 1920s and 1930s. The narrative provides a comprehensive overview of how advertising strategies have evolved over the decades, adapting to the changing socio-economic climate of the country.

As multinational agencies flock to tap into the vast potential of the Chinese market, the focus of advertising strategies is gradually shifting from foreign clients to domestic ones. This text meticulously analyzes the strategies employed by these agencies and discusses the implications of this shift for both advertisers and consumers. The author draws on extensive research, including a dissertation written for the University of Iowa in 1997, as well as various published articles, to present a well-rounded perspective on the subject.

Foreign Advertising in China not only sheds light on the historical development of advertising practices but also provides an in-depth examination of contemporary advertising trends within the country. By contextualizing the challenges and opportunities faced by advertisers in China, the book offers valuable insights for practitioners and scholars alike, making it an essential read for anyone interested in the dynamics of advertising in a rapidly changing market.