Chapter

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

Michael Keane, Anthony Fung and Albert Moran

in New Television, Globalisation, and the East Asian Cultural Imagination

Published by Hong Kong University Press

Published in print February 2007 | ISBN: 9789622098206
Published online September 2011 | e-ISBN: 9789882207219 | DOI: http://dx.doi.org/10.5790/hongkong/9789622098206.003.0010
Ad Magazines, Care of the Self, and New Windows of Opportunity

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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

Chapter.  6567 words. 

Subjects: Television

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