Advertising in China - an Overview

A paper submitted to the School of Economics & Management

Advertising in China – An Overview

by Filip Wetzstein

Tongji University Shanghai, China 12, 2011

Statement of Originality

I hereby certify that all of the work described within this paper is the original work of the authors. Any published (or unpublished) ideas and/or techniques from the work of others are fully acknowledged in accordance with the standard referencing practices.

Filip Wetzstein

12, 2011

i

Table of Contents

Statement of Originality................................................................................................... i Table of Contents ........................................................................................................... ii List of Figures ............................................................................................................... iii Chapter 1 Introduction .....................................................................................................1 1.1 Preface ...................................................................................................................1 1.1 New Role of Advertising in China ..........................................................................2 Chapter 2 Important Advertising Sectors in China ...........................................................4 2.1.1 Television ........................................................................................................4 2.1.2 Internet Advertising .........................................................................................6 Chapter 3 Advertising and Cultural Specificities in China ................................................8 3.1.1 Animals ...........................................................................................................8 3.1.2 Numbers ..........................................................................................................9 3.1.3 Colors...