Mindmapping China: Language, Discourse and Advertising in China

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. The book shows that language in China is more than simply communication. Culture is embedded in it and is alluded to in commercial campaigns to appeal to the Chinese customer. The discussion points out how this is often 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.