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This book takes a close look into GOME, China's leading electrical appliance supplier famous for its stunning market shares and performance. The book is divided into five parts, organized according to an order of events, and it provides an in-depth analysis on the structure of GOME, its key managers, and the significant changes they implemented. In addition, the book captures the changes forced upon GOME after its president was imprisoned. (Series: Cases in Modern Chinese Business)

Electric household appliances industry --- Electric industries --- Household appliances, Electric --- Household appliances --- Gome Electrical Appliances Holding Limited. --- E-books --- Domestic appliances --- Home appliances --- Household goods --- Major appliances --- Major household appliances --- White goods (Household appliances) --- Whitegoods (Household appliances) --- Home economics --- House furnishings --- Equipment and supplies --- S10/0470 --- S10/0590 --- China: Economics, industry and commerce--Commerce inside China: since 1949 --- China: Economics, industry and commerce--Distribution

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This book reflects the chronological changes in Chinese cultural values, social relations, economy and politics by critically analyzing the Chinese advertising discourse. The work is based on research into the ideological values portrayed in Chinese household appliance advertisements in the 1980s – 1990s. The analytical framework covers a variety of methods: critical discourse analysis, chronological analysis, visual and verbal analysis, and qualitative and quantitative analysis. The findings suggest that ideological values consciously or unconsciously manifested by the visual and verbal devices in the Chinese advertisements moved in a pattern from simplicity to diversity, from being politically-oriented to being economically and profit-oriented, from conservatism to globalization and westernization, in keeping with the progression of the Chinese economic reform. The findings further indicate that the ideological values in the Chinese household appliance advertisements are embedded in the advertising language and illustrations. Lastly, the work reveals the reality of Chinese politics, economy and society at a time when China experienced the growth of the market economy and evolution of Chinese mainstream ideologies, and demonstrates the impacts of these changes on the ideological meanings in advertisements. This book will help readers discover the more profound meanings behind the superficial content of Chinese advertisements.

Advertising --- Household appliances --- Marketing. --- Domestic appliances --- Home appliances --- Household goods --- Major appliances --- Major household appliances --- White goods (Household appliances) --- Whitegoods (Household appliances) --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Retail trade --- Home economics --- House furnishings --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Equipment and supplies --- Applied linguistics. --- Semiotics. --- Applied Linguistics. --- Semeiotics --- Semiology (Linguistics) --- Semantics --- Signs and symbols --- Structuralism (Literary analysis) --- Linguistics