Mindmapping China : Language, Discourse and Advertising in China
ISBN: 9789054876908
Platform/Publisher: Ebook Central / ASP
Digital rights: Users: Unlimited; Printing: Limited; Download: 7 Days at a Time
Subjects: Language/ Linguistics;

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.

Jeanne Boden is a sinologist and director of ChinaConduct. She is the author of De essentie van China (Coutinho, 2006) and of The Wall Behind China's Open Door (ASP Editions, 2008). She is also a researcher at Universiteit Gent where she focuses on Chineseness in contemporary Chinese art.

hidden image for function call