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

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.

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