Mindmapping China: Language, Discourse and Advertising in China - Softcover

Boden, Jeanne

Softcover

ISBN 10: 9054876905 ISBN 13: 9789054876908

Publisher: ASP (Acad & Scientific Pub), 2010

Synopsis

Providing a concise overview of the structure of the Chinese language, this guide is designed to help western marketers in China with translation problems in advertising campaigns. Showing that language in China is more than simply communication―it also imbeds cultural rules―the discussion points out ways this difference is ignored by outsiders. Written by an expert who bridges the gap between age-old Chinese cultural patterns and today's business practices, this book is an invaluable tool for everyone who does business in China

About this title

About the Author

<div><div><strong><B><B>Jeanne Boden</B></B> is a sinologist with 20 years of business experience in China. Currently she lectures at the University of Antwerp Management School and at the Brussels Institute for Contemporary China Studies. She is the author of <i>The Wall Behind China&#8217;s Open Door</i>.</strong></div></div>

From the Back Cover

Mindmapping China gives insight in the structure and system of the Chinese language in a very concise way. Readers will gain an understanding of what is at play in translations and in branding and advertising in China.

Mindmapping China provides an analysis of a variety of slogans in public spaces in China: political, economic, cultural, ethical and commercial.

Mindmapping China offers a myriad of tips to put a product in the Chinese market in a way that is appealing to the Chinese customer.

Edition details

• Publisher: ASP (Acad & Scientific Pub)
• Publication date: 2010
• Language: English
• ISBN 10: 9054876905
• ISBN 13: 9789054876908
• Binding: Paperback
• Edition number: 1
• Number of pages: 235