Mindmapping China: Language, Discourse and Advertising in China

by Jeanne Boden

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.

Genres: Nonfiction, China

228 pages, Paperback

First published April 13, 2010

About the author

Jeanne Boden (包德贞) has a PhD in Oriental Languages and Cultures from Ghent University in Belgium. She works at ChinaConduct® bvba and is Research Fellow at the Lieven Gevaert Centre for Photography.

Her research focus is discourse analysis, post-colonial, post-socialist, ethnicity, identity, Eurocentrism, Chineseness, Sinocentrism, Chinese contemporary art and photography.