advertising industry and culture in post-WTO China.
Abstract
This paper looks at recent developments in the Chinese magazine industry to illustrate trends in advertiser-funded Media associated with China’s accession to the World Trade Organisation (WTO). It argues that advertising services are an integral part of the WTO “wrecking ball” now being wielded to reform the marketplace and promote innovation and entrepreneurship. Because it is the smallest of ‘main media’ categories, and relatively under-researched in comparison to other media, the Chinese magazine industry provides an interesting and manageable starting point for a larger investigation of the impact of competition unleashed by internationalisation on key creative industries sectors, including media and advertising. Two case studies illustrate the roles and limits of advertising in this complex process and, more broadly, in the management of China’s developing “commercial culture”. These are Shanghai Bride (linlang xinniang), a provincial magazine distributed from Shanghai targeted primarily at women considering marriage; and Caijing, a national ‘blue-chip’ financial magazine, based in Beijing.
Introduction
This paper looks at recent developments in the Chinese magazine industry to illustrate trends in advertiser-funded media associated with China’s accession to the World Trade Organisation (WTO). It argues that advertising services are an integral part of the WTO “wrecking ball” now being wielded to reform the marketplace and promote innovation and entrepreneurship. Because it is the smallest of ‘main media’ categories, and relatively under-researched in comparison to other media, the Chinese magazine industry provides an interesting and manageable starting point for a larger investigation of the impact of competition unleashed by internationalisation on key creative industries sectors, including media and advertising. Two case studies illustrate the roles and limits of advertising in this complex process and, more broadly, in the management of China’s developing “commercial culture”. i These are Shanghai Bride (linlang xinniang), a provincial magazine distributed from Shanghai, targeted primarily at women considering marriage; and Caijing, a national ‘blue-chip’ financial magazine, based in Beijing.
content
Advertising in China: a growth industry
A ‘wrecking ball’: the WTO and the opening of China’s markets
Constraints on the internationalisation of advertising in China
Consumer market developments
Magazines
Shanghai Bride: understanding the power of good relationships (renqing)
Caijing: Taking the international road (guoji jiegui)
Concluding remarks
References
Barlow, T. and Lowe, D. (1987) Teaching China’s Lost Generations. San Fancisco:
China Books, quoted in, J. Duiker et. al. (1994) World History, Minneapolis/St. Paul:
West.
CAA (2017a)‘Advertising enterprises and media organizations in China in 2017’,
Chart 2, China Advertising Association. Available at:
(accessed 3 February 2017).
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