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ERIC Number: EJ567269
Record Type: Journal
Publication Date: 1997
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-1077-6990
EISSN: N/A
Toward an Understanding of Cultural Values Manifest in Advertising: A Content Analysis of Chinese Television Commercials in 1990 and 1995.
Cheng, Hong
Journalism and Mass Communication Quarterly, v74 n4 p773-96 Win 1997
Finds that "modernity,""technology," and "youth" predominate in Chinese advertising in the 1990s, and the dominance of "quality" in 1990 was superseded by "tradition" in 1995. Finds that symbolic values from Eastern and Western cultures occurred more frequently in 1995, implying that contemporary Chinese advertising is a "distorted mirror" and a "melting pot" of cultural values. (SR)
Descriptors: Content Analysis, Cultural Influences, Foreign Countries, Media Research, Moral Values, Social Values, Television Commercials
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China
Grant or Contract Numbers: N/A