Journal ArticleDOI
Cultural Values Reflected in Chinese and American Television Advertising
TLDR
This paper examined cultural values as reflected in U.S. and Chinese advertising appeals and found that the portrayal of traditional Chinese cultural values remains relatively stable, indicating that subtle changes in cultural values and advertising strategies are visible.Abstract:
This study examines cultural values as reflected in U.S. and Chinese advertising appeals. The findings support most of the hypotheses, indicating that the portrayal of traditional Chinese cultural values remains relatively stable. However, subtle changes in cultural values and advertising strategies are visible. In particular, the youth / modernity appeal that reflects the westernization, as well as the modernization, trend in China seems as prominently displayed in Chinese commercials as in the U.S. commercials. Implications for standardization versus specialization advertising strategies are also explored.read more
Citations
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Measuring Culture Outside the Head: A Meta-Analysis of Individualism—Collectivism in Cultural Products
Beth Morling,Marika Lamoreaux +1 more
TL;DR: A quantitative review of studies that measure cultural differences in “cultural products”: tangible, public representations of culture such as advertising or popular texts finds that cultural products that come from Western cultures are more individualistic, and less collectivistic, than cultural products fromCollectivistic cultures.
Journal ArticleDOI
Analyzing the cultural content of web sites
TL;DR: In this paper, the authors explored the depiction of cultural values on international web sites and found that local web sites of India, China, Japan and US not only reflect cultural values of the country of their origin, but also seem to differ significantly from each other on cultural dimensions.
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Cultural Values in Advertisements to the Chinese X-Generation--Promoting Modernity and Individualism
Jing Zhang,Sharon Shavitt +1 more
TL;DR: In this paper, a content analysis of 463 ads examined the cultural values, including modernity, tradition, individualism, and collectivism, promoted in Chinese advertising and found that both modernity and individualism values predominate in current Chinese advertising.
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Cross‐cultural advertising research: where we have been and where we need to go
Shintaro Okazaki,Barbara Mueller +1 more
TL;DR: The authors examined recent patterns and developments in the literature on cross-cultural advertising research and found that cultural values were the most studied topic area in cross-culture advertising research, followed by content analysis and surveys.
Journal ArticleDOI
A Content Analysis of Multinationals' Web Communication Strategies: Cross-Cultural Research Framework and Pre-Testing.
TL;DR: A research framework for cross‐cultural comparison of corporate Web pages, applying traditional advertising content study techniques is constructed and it is revealed that Japanese firms tended to localise their online communication strategies in their target markets.
References
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Book
Global Marketing and Advertising: Understanding Cultural Paradoxes
TL;DR: Hofstede as discussed by the authors discusses the paradoxes in global marketing communications and the importance of culture and consumer behavior in the development of a successful marketing strategy, from value paradox to strategy.
Journal ArticleDOI
Personal taste and family face: Luxury consumption in Confucian and western societies
Nancy Wong,Aaron Ahuvia +1 more
TL;DR: In this paper, the authors examine the cultural factors that lie behind this phenomenon and, based on distinctions between Southeast Asian and Western cultures, explore how the practice of luxury consumption differs in these cultures.
Personal Taste and Family Face: Luxury Consumption in Confucian and Western
TL;DR: The authors examined the cultural factors that lie behind this phenomenon and, based on distinctions between Southeast Asian and Western cultures, explores how the practice of luxury consumption differs in these cultures, and integrated self-concept theory in a cross-cultural consumption model.