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ERIC Number: EJ519619
Record Type: Journal
Publication Date: 1994
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-1067-9154
Changes in Consumption Values Reflected in Chinese Newspaper Advertising.
Stout, Daniel A.; And Others
New Jersey Journal of Communication, v2 n2 p146-68 Fall 1994
Uses content analysis of 306 consumer advertisements in "People's Daily" from 1979-91 to examine utilitarian and hedonistic themes and appeals. Finds support for the hypothesis that depictions of utilitarian values are decreasing, and indirect support for the hypothesis that hedonistic values are increasing. Suggests that Chinese advertising is appealing to a wide range of consumer buying motives. (PA)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China