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Syllabus

Examines modern advertising culture in East Asia (with a week devoted to India) with an emphasis on post-socialist China. Topics include the rise of transnational advertising agencies in East Asia since the 1980s; advertising and identity formation; the production of brand culture and its impact on youth culture; music marketing; the new paradigm of neo neo-tribes; media and advertising, and mobile culture and branding. Case studies of famous advertising campaigns for beer and beverage brands, clothing brands, and Internet portal brands. Lab sessions on how to brand your own imaginary product step by step. View award-winning ads presented at the Asia/Pacific Advertising Festivals and Chinese television commercials. Graduate credits offered through CMS 888. Taught in English. 21F.190 is for students pursuing a minor in Chinese; students complete assignments in Chinese. Credit cannot also be received for 21F.190.

Units: 3-0-9(U)