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Building a ‘Kid Contract’ with Chinese Children: Truths and Trends

Terry O'Hanlon (Grey China, Novel Plaza 1801, 128 Nanjing Xi Lu, Huang Pu District, Shanghai 200003, China.)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 March 2000

Abstract

The author's observations in this article fall broadly into two sections: Chinese kids truths — a review of the current factors most influential in shaping Chinese kids' view of themselves, the world around them and the brands that speak to them in that world, and Chinese kid trends — some of the key factors that are changing and will continue to change those relationships.

Keywords

Citation

O'Hanlon, T. (2000), "Building a ‘Kid Contract’ with Chinese Children: Truths and Trends", International Journal of Advertising and Marketing to Children, Vol. 2 No. 2, pp. 123-127. https://doi.org/10.1108/eb027644

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited