The Grapes of Happiness: Selling Sun-Maid Raisins to the Chinese (1920s-1930s)

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November 21, 2014

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Cécile Armand, « The Grapes of Happiness: Selling Sun-Maid Raisins to the Chinese (1920s-1930s) », Advertising History, ID : 10670/1.gcevgd


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Abstract 0

Last November 13-14, I had the opportunity to participate in the symposium "Advertising and Marketing in China: Chinese-Western Cultural Encounters (19th c.-Present)" at the USF Center for Asia Pacific Studies, University of San Francisco, California. Based on a connective case study between China and the United States, my presentation dealt with the commercial strategies of the Sun-Maid Raisins Company to adapt its products to the Chinese consumers in the 1920-1930s. After a brief comparativ...

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