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| Author: | Tse, D. Belk, R. Zhou, N. |
| Title: | Becoming a Consumer Society: a Longitudinal and Cross_Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan |
| Journal: | Journal of Consumer Research
1989 : MARCH, VOL. 15, p.457-472 |
| Index terms: | NEWSPAPER ADVERTISING CONSUMER BEHAVIOUR FAR EAST |
| Language: | eng |
| Abstract: | Print consumer ads from the PRC, Taiwan, and Hong Kong were studied over a period of 7 years 1979-1985. Changes in advertising themes in 3 Chinese societies have undergone dramatic social changes. PRC's ads stress utilitarian appeals, promise better life. Hong Kong ads emphasize hedonistic values, promise easier and American lifestyles. Taiwan ads fall between these two extremes, but are converging toward Hong Kong ads in consumption appeals over time. |
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