Download e-book for kindle: All Eyes East: Lessons from the Front Lines of Marketing to by M. Bergstrom

By M. Bergstrom

ISBN-10: 0230393683

ISBN-13: 9780230393684

ISBN-10: 1349585327

ISBN-13: 9781349585328

All Eyes East: How chinese language adolescence will Revolutionize worldwide advertising presents manufacturers seeking to capitalize in this new global order with the perception they should comprehend and trap the world's strongest viewers. Bergstrom presents insights into chinese language early life, revealing what makes them particular from their opposite numbers round the world.

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Additional resources for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth

Sample text

I4 With earning (and spending) power far superior to the average Chinese, a new icon of social mobility emerged: the white-collar office worker. With this kind of contemporary folklore, it is no surprise that, when the first English recruiting ad was placed in 1988, interviewers were overwhelmed with applicants eager to get in on the cash and culture boom. In stark contrast to the equalized salaries of the Cultural Revolution just a decade or so earlier, staff in foreign companies were reported to earn five to ten times as much as state employees.

I5 The white-collar dream was highly alluring in an era when production and consumption were being established as core social values. SPENDING TOMORROW'S MONEY TODAY New values fueled by increased disposable income allowed youth to be the first in line to experience the recently imported consumptiondriven lifestyle. Having grown up in an era of economic expansion, youth assumed that their personal incomes would continue to rise as well. With little concern for being laid off or preparing for the worst, saving became less relevant.

The software was a censorship vehicle, reportedly aimed at stamping out the spread of pornography. And while a much more serious conversation erupted about politically motivated monitoring and citizen rights, netizens had a good laugh at the software's impracticality. Targeting sexual terms (huang means "pornographic," but also "yellow" in Chinese) and using image recognition of large patches of skin color regions in online images proved more comical than threatening. The software tagged promotional pictures for Garfield: A Tale of Two Kitties and flesh-colored pork dishes as pornography.

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All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth by M. Bergstrom


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