'Success depends upon previous preparation, and without such preparation there is sure to be failure.' These words from the Chinese philosopher Confucius should be taken to heart by every company planning operations in China. The role of advertising is crucial as it is the first point of contact between consumer and product/ brand. Cultural misunderstandings can happen easily and determine success or downfall. This research paper gives an insight into Chinese cultural values and what role they play in advertising. Cultural theories and models are applied to China and the development of...