Handbook of Research on International Advertising
Show Less

Handbook of Research on International Advertising

Edited by Shintaro Okazaki

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 7: Advertising and Consumer Culture in Old Shanghai

Russell Belk and Xin Zhao

Extract

7 Advertising and consumer culture in Old Shanghai Russell Belk and Xin Zhao INTRODUCTION Benson (1996) notes that there is a striking parallel between the growing momentum of commercial forces in 1930s era Shanghai and the “market socialism” of C...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.