By M. Bergstrom

ISBN-10: 0230393683

ISBN-13: 9780230393684

ISBN-10: 1349585327

ISBN-13: 9781349585328

All Eyes East: How chinese language adolescence will Revolutionize worldwide advertising and marketing presents manufacturers seeking to capitalize in this new international order with the perception they should comprehend and trap the world's strongest viewers. Bergstrom offers insights into chinese language early life, 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

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24 ALL EVES EAST VERY EROTIC, VERY VIOLENT When the post-90s entered middle school and high school, free and personal expression online was a given. The first free blog hosting service (BlogCN) had been around since 2002, providing a platform to invent Internet celebrities and to broadcast shock topics to push at China's moral boundaries. The legacy of the post-90s may be its carrying sex away from the realm of taboo and into the public sphere. Despite the country's conservative policies and traditions regarding premarital relations, some post-90s have taken it upon themselves to reinvent values associated with sexuality.

Especially in demand were so-called "sea turdes"-those who were born in China, had lived or worked abroad, and then returned to China. Hung Huang, now a famous publisher, entrepreneur, and pioneering personality in China, was one of the first to return home to reap the benefits of her experience in the United States. I4 With earning (and spending) power far superior to the average Chinese, a new icon of social mobility emerged: the white-collar office worker. With this kind of contemporary folklore, it is no surprise that, when the first English recruiting ad was placed in 1988, interviewers were overwhelmed with applicants eager to get in on the cash and culture boom.

ANT TRIBES Popularization of the office worker fantasy has equated the idea of being an urban white-collar employee with being on the road to PROGRESS 47 happiness. This notion has enticed young dreamers to pack up life in smaller towns to take their shot at success in the big city. Ninety million of the estimated 150 million migrant workers who travel from smaller cities in search of better opportunities are young Chinese under 30. 17 This mass relocation is more than a physical change of address, however; these migrants arereimagining themselves and their futures.

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