16 124 897 livres à l’intérieur 175 langues
2 047 051 livres numériques à l’intérieur 101 langues
Cela ne vous convient pas ? Aucun souci à se faire ! Vous pouvez renvoyer le produit dans les 30 jours
Impossible de faire fausse route avec un bon d’achat. Le destinataire du cadeau peut choisir ce qu'il veut parmi notre sélection.
Politique de retour sous 30 jours
This book addresses the idea of western fashion advertising and its implied effects on identity and values of young people in contemporary Mainland urban China. Through an in-depth analysis of current fashion magazines and outdoor advertising, survey of Chinese urban youth and personal interview of this group, this thesis relays the large scope and reach of western advertising in urban China as well as perceptions and responses to this form of advertising. Survey and interview of contemporary Chinese youth gives the picture that western fashion advertising has saturated this community and communicates the concepts of advertising as a site for cultural change. Self-image concerns are discussed with suggestions of ways to create more culture-specific advertising and marketing campaigns that meld with Chinese cultural values.