History of Contemporary Chinese Advertising

Author: Yu Hong
Publisher:
Publish Date: 1999-09-01
Features: This book is part of the "History of Contemporary Chinese Advertising" series, co-authored by scholars and experienced advertising professionals. From 1979 to 1996, advertising in mainland China underwent a difficult revival and development, with setbacks and successes intertwined, absurdities and miracles coexisting. This book is the first to provide a factual review and theoretical analysis of the advertising progress during this period. It not only paints a relatively clear "historical trace" for us to understand the history of contemporary Chinese advertising but also offers thought-provoking insights into this history. In terms of writing style, the book adopts a "micro-history" approach, emphasizing empirical analysis over abstract generalizations, and focusing on theoretical analysis of the advertising process rather than merely listing phenomena. The overall writing style is straightforward yet inherently engaging.