Marketing the Chinese Dream Home: Gated Communities and Representations of the Good Life in (Post-)Socialist Shanghai

• Main Authors: Pow, Choon-Piew, Kong, Lily
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: Chinese middle class; Gated communities; Place-marketing; Shanghai; The good life; Cultural landscape; Marketing; Strategic approach; Tourism market; Tourist destination; Urban development; Urban housing; Asian Studies; Human Geography; Urban Studies
• Online Access: https://ink.library.smu.edu.sg/soss_research/1790; https://ink.library.smu.edu.sg/context/soss_research/article/3047/viewcontent/Marketing_Chinese_Dream_Home_Gated_Communities_Shanghai_2007.pdf
• Institution: Singapore Management University

This paper examines the advertising themes and rhetoric that have been assembled in the place-marketing of Shanghai's newly built gated communities. We demonstrate how place-marketing strategies, in this case selling the Chinese dream home, draws upon specific landscape meanings and values that...