Advertising and PR in China from the Perspective of CSR. A Functional Comparative Study

      Аннотация: This book looks into one of the widely debated issue the role of corporations for the social development of the Chinese society in catching up with the four fold of functionality of advertising and public relations. Wherein, this book questions either is it necessary for the practices of advertising and public relations to adhere to the path of CSR in the Western perspective or choose a different path? It could catch up with the desired social and national development without loosing Chinese original(traditional) system of norms that legitimate to the United China. Corporate practices in which corporate communication (advertising and PR) considered by organizations in ‘Confucius dynamism’ through ‘Li’ and ‘Ren’ that dominantly governed by principle of dialogue, contract, philanthropy and market that is significant to corporate communication. Corporate relationship is the comprehensive program when it encompasses ethical, legal, philanthropic, and economic expectations of the Chinese society. This work is employed 429 Chinese respondents with structural empirical investigation about advertising and PR in the perspective of corporate social responsibility (CSR).

Ключевые слова: advertising, China, corporate social responsibility, Public Relations, Confucius culture