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Advertising in China: Viability and Structure

Advertising in China: Viability and Structure The roles and rules of advertising as it is practised in China have vacillated greatly over the years. Periods of condemnation of advertising have been followed by its acceptance, followed again by its repression and sometimes abolition, and then by periods of rapid expansion. The result has led to confusion, indecision, and sometimes a bewildering array of laws, practices and functional interrelationships among the players, both domestic and foreign. This article examines the role and development of the advertising industry under Chinese socialism, and attempts to clarify the current state of affairs of the industry in terms of its structure and regulation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Advertising in China: Viability and Structure

European Journal of Marketing , Volume 24 (10): 13 – Oct 1, 1990

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Publisher
Emerald Publishing
Copyright
Copyright © 1990 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569010140679
Publisher site
See Article on Publisher Site

Abstract

The roles and rules of advertising as it is practised in China have vacillated greatly over the years. Periods of condemnation of advertising have been followed by its acceptance, followed again by its repression and sometimes abolition, and then by periods of rapid expansion. The result has led to confusion, indecision, and sometimes a bewildering array of laws, practices and functional interrelationships among the players, both domestic and foreign. This article examines the role and development of the advertising industry under Chinese socialism, and attempts to clarify the current state of affairs of the industry in terms of its structure and regulation.

Journal

European Journal of MarketingEmerald Publishing

Published: Oct 1, 1990

Keywords: China; Advertising; Marketing; Regulations; Development

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