By M. Bergstrom
All Eyes East: How chinese language formative years will Revolutionize worldwide advertising and marketing presents manufacturers seeking to capitalize in this new international order with the perception they should comprehend and catch the world's strongest viewers. Bergstrom presents insights into chinese language formative years, revealing what makes them precise from their opposite numbers round the world.
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Extra resources for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth
Product placement was a great way to connect brands to a glamorous vision that was focused on upward mobility and pioneering consumption. In one memorable scene, after completing a difficult task, Lala retreats up to the company's rooftop to enjoy a cup of Maxwell House coffee (in the background is a well-placed billboard for the 46 ALL EVES EAST brand). " The cups allowed fans rheir own smaller-scale token of a whitecollar memory. When the movie version was released in 2010, it further elevated the consumption story line within the main plot.
9 percent, demonstrating the country's curiosity to peek behind the scenes of the white-collar revolution. By watching the series, viewers were exposed to new work and consumer lifestyle choices and caught a glimpse of the emerging class of "chuppies" (Chinese yuppies). The show's hook was part entertainment, part modernization guide. In the series, colleagues shared trials and tribulations on their way to the top in the rapidly urbanizing southern city of Guangzhou. The first episode showed two professionals sitting in a cafe discussing a possible move to Canada as Western classical music played in the background.
Two DISTINCT WAYS OF SEEING THE WORLD Although the country's modernization seems unstoppable, the notion of Chinese society following in Western footsteps seems highly unlikely. Researchers at Massachusetts Institute of Technology (MIT) (building on previous research, including Richard E. Nisbett's book The Geography of Thought: How Asians and Westerners Think Differently . and Why) claim that Westerners and East Asians exhibit different neurological patterns when making judgments about the same scenarios?
All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth by M. Bergstrom