Linglei Like Me

What happens when a booming consumer culture collides with an emerging counterculture? In China the result is linglei chic—advertising that associates products with the images of rebellion and individualism. The message is clear: buy me, and you too can be cool

With disposable incomes and a penchant for cutting-edge gadgets, youngsters are a key market for firms like electronic-goods maker Beijing Golden Global View Co. "Unlike other electronics companies that have a celebrity praising a product," says Zhang Weimin, project manager at the firm, "we decided to sell our products by using cool, individualistic young people."...

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