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New Television, Globalisation, and the East Asian Cultural Imagination$
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Michael Keane, Anthony Y. H. Fung, and Albert Moran

Print publication date: 2007

Print ISBN-13: 9789622098206

Published to Hong Kong Scholarship Online: September 2011

DOI: 10.5790/hongkong/9789622098206.001.0001

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Ad Magazines, Care of the Self, and New Windows of Opportunity

Ad Magazines, Care of the Self, and New Windows of Opportunity

Chapter:
(p.158) (p.159) 10 Ad Magazines, Care of the Self, and New Windows of Opportunity
Source:
New Television, Globalisation, and the East Asian Cultural Imagination
Author(s):

Michael Keane

Anthony Fung

Albert Moran

Publisher:
Hong Kong University Press
DOI:10.5790/hongkong/9789622098206.003.0010

This chapter addresses some of the strategies that producers and networks adopt to offset the tide of audience fragmentation and advertiser apathy. These include advertorials, magazine and lifestyle shows, tie-ins, product placement, and various forms of merchandizing. The chapter begins by describing some of the strategies that have emerged in the wake of multi-channel delivery and competition from digital platforms. It then provides examples of these strategies in Hong Kong, mainland China, and Taiwan. Finally, the chapter discusses the “cultural-compatibility index” to explain why some formats succeed and others fail in cross-cultural incarnations.

Keywords:   advertorials, magazine, lifestyle shows, tie-ins, product placements, merchandizing, multi-channel delivery, cultural compatibility

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