search query: @author Cheng, H. / total: 3
reference: 3 / 3
« previous | next »
| Author: | Cheng, H. Schweitzer, J. |
| Title: | Cultural values reflected in Chinese and U.S. television commercials |
| Journal: | Journal of Advertising Research
1996 : MAY/JUN, VOL. 36:3, p. 27-46 |
| Index terms: | ADVERTISING RESEARCH USA CULTURE |
| Language: | eng |
| Abstract: | In this article, the authors have content analyzed 1,105 PRC and US television commercials and identified eight cultural values that dominate either Chinese or US television advertising. While US commercials tend to use both symbolic and utilitarian values, Chinese commercials resort more often to sympolic ones. The findings indicate that the current Chinese advertising is a "melting pot" of Eastern and Western cultural values and a "double- distorted mirror" that reflects advertising's commercial nature. |
« previous | next »
SCIMA