What Appeals to Chinese Customers? : Content Analysis of Chinese Advertisements in Newspaper and on TV

ISBN-13: 9783639116748 / Angielski / Miękka / 2009 / 76 str.

Kun Tian

Opis

This study examines the advertising appealsdelivered, and the cultural values reflected inChinese advertisements in newspaper and on TV,whether they differ by product categories or theorigins of brands and how they are delivered. It isalso concerned to the degree to which the globalbrands are adapted to Chinese culture, the differencebetween global brands and local brands, and thedifference between print ads and TV ads. Theimplications of this research are: 1. Advertisers inChina need to consider all the relatedvariables-product category, origin of brands, mediatype, target market and culture-when choosingadvertising appeals and cultural values. 2. Culturaladaptation is necessary and helpful. The issue is notwhat advertising appeals to pick, but how muchChinese culture to be added in delivering them.

O autorze

Kun Tian, MA, University of Pittsburgh
Email:queentian@gmail.com