Toward an understanding of cultural values manifest in advertising: A content analysis of Chinese television commercials in 1990 and 1995

Journalism and Mass Communication Quaterly

Volumn 74, Issue 4, 1997, Pages 773-796

  Cheng, Hong ^a  

^a NONE

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EID: 0040063369     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769909707400408     Document Type: Article

References (137)

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16. Pollay and Gallagher, "Advertising and Cultural Values," 370.
17. Pollay and Gallagher, "Advertising and Cultural Values," 360.
18. By "contemporary," the author refers to the 1990s.
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36. Tse, Belk, and Zhou, "Becoming a Consumer Society," 457.
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42. Cheng, "Reflection of Cultural Values," 167.
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51. "Advertising Law," 68.
52. "Regulations for Advertising Management," 48.
53. "Advertising Law," 68.
54. "Advertising Law," 69-70.
55. "Advertising Law," 70.
56. "Detailed Rules of Regulations for Advertising Management," China Advertising Yearbook 1989-91, 53.
57. "Advertising Law," 71-72.
58. Wanbing Li, "Two Weeks After the Advertising Law Went into Effect; CCTV Revised 300 Commercials," Advertising Reference Materials (2, 1995): 48.
59. Cheng, "Reflection of Cultural Values," 167-83; Cheng and Schweitzer, "Cultural Values," 27-45.
60. Cheng, "Reflection of Cultural Values," 167-83; Cheng and Schweitzer, "Cultural Values," 27-45.
61. Cheng, "Reflection of Cultural Values," 167-83.
62. "The Growth of Advertising Industry in China Between 1981 and 1994: A Cross-Media Comparison," Advertising Reference Materials [Guanggao cankao ziliao] (2, 1995): 32.
63. "An Overview of the Advertising Industry in China 1988-1991," China Advertising Yearbook 1989-91, 27; Jianyun Tian, "Chinese Media at the Turn of the Century," China Advertising Yearbook 1995, 251-52.
64. "An Overview of the Advertising Industry in China 1988-1991," China Advertising Yearbook 1989-91, 27; Jianyun Tian, "Chinese Media at the Turn of the Century," China Advertising Yearbook 1995, 251-52.
65. "China's Advertising Business Volume Between 1990 and 1995," Advertising Reference Materials [Guanggao cankao ziliao] (2, 1996): 4.
66. Cheng and Schweitzer, "Cultural Values," 27.
67. Cheng, "Reflection of Cultural Values," 167; Cheng and Schweitzer, "Cultural Values," 27.
68. Cheng, "Reflection of Cultural Values," 167; Cheng and Schweitzer, "Cultural Values," 27.
69. "Regulations for Advertising Management," 48-53.
70. "Advertising Law," 68-73.
71. Cheng, "Reflection of Cultural Values," 167.
72. Cheng and Schweitzer, "Cultural Values," 27.
73. Srikandath, "Cultural Values," 165.
74. Cheng, "Reflection of Cultural Values," 167.
75. Cheng, "Reflection of Cultural Values," 167.
76. Belk and Pollay, "Materialism and Status Appeals," 38.
77. Mueller, "Standardization vs. Specialization," 16.
78. Cheng, "Reflection of Cultural Values," 167.
79. Cheng and Schweitzer, "Cultural Values," 27.
80. Bruce L. Stern and Alan J. Resnik, "Information Content in Television Advertising: A Replication and Extension," Journal of Advertising Research 31 (June/July 1991): 39.
81. Cheng, "Reflection of Cultural Values," 177.
82. Pollay, "Measuring the Cultural Values," 71.
83. 78. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
84. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
85. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
86. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
87. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
88. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
89. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
90. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
91. The Chinese Culture Connection, "Chinese Values and the Search for Culture-Free Dimensions of Culture," Journal of Cross-Cultural Psychology 18 (2, 1987): 143-64; Godwin C. Chu and Yanan Ju, The Great Wall in Ruins: Communication and Cultural Change in China (Albany, NY: State University of New York Press, 1993); Katherine T. Frith and Michael Frith, "Western Advertising and Eastern Culture: The Confrontation in Southeast Asia," in Current Issues and Research in Advertising, ed. James Leigh and Claude Martin, Jr. (Ann Arbor, MI: University of Michigan School of Business Division of Research, 1990), 63-73; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Zhongdang Pan, Steven H. Chaffee, Godwin C. Chu, and Yanan Ju, To See Ourselves: Comparing Traditional Chinese and American Cultural Values (Boulder, CO: Westview Press, 1994); Srikandath, "Cultural Values," 165; Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; BaiyiXu, Marketing to China, One Billion New Customers (Lincolnwood, IL: NTC Business Books, 1990).
92. Cheng, "Reflection of Cultural Values," 177.
93. Chinese Culture Connection, "Chinese Values," 143; Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 20.
94. Chinese Culture Connection, "Chinese Values," 143; Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 20.
95. Chinese Culture Connection, "Chinese Values," 143; Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 20.
96. 81. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
97. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
98. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
99. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
100. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
101. Frith and Frith, "Western Advertising," 63; Lin, "Cultural Differences," 40; Mueller, "Reflections of Culture," 51; Mueller, "Standardization vs. Specialization," 15; Pollay, "Measuring the Cultural Values," 71; Pollay and Gallagher, "Advertising and Cultural Values," 359.
102. Mueller, "Standardization vs. Specialization," 19.
103. Srikandath, "Cultural Values," 170.
104. Harold H. Kassarjian, "Content Analysis in Consumer Research," Journal of Consumer Research 4 (June 1977): 8-18.
105. Kassarjian, "Content Analysis," 16.
106. 86. The reason for regarding "courtesy" and "patriotism" as Eastern cultural values here is that they were listed in major scholarly works particularly devoted to the study of traditional Chinese cultural values (Chinese Culture Connection, "Chinese Values," 143; Chu and Ju, Great Wall, 222). On the contrary, these two values were not mentioned in Pollay's 1993 widely-cited typology for measuring cultural values manifest in advertising.
107. The reason for regarding "courtesy" and "patriotism" as Eastern cultural values here is that they were listed in major scholarly works particularly devoted to the study of traditional Chinese cultural values (Chinese Culture Connection, "Chinese Values," 143; Chu and Ju, Great Wall, 222). On the contrary, these two values were not mentioned in Pollay's 1993 widely-cited typology for measuring cultural values manifest in advertising.
108. Kim B. Rotzoll and James E. Haefner with Steven R. Hall, Advertising in Contemporary Society:Perspectives Toward Understanding, 3d ed. (Urbana, IL: University of Illinois Press, 1996).
109. Roxanne Hovland and Gary B. Wilcox, eds., Advertising in Society: Classic and Contemporary Readings on Advertising's Role in Society (Lincolnwood, IL: NTC Business Books, 1989), 135.
110. Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; Richard W. Pollay, David K. Tse, and Zhengyuan Wang, "Advertising, Propaganda, and Value Change in Economic Development: The New Cultural Revolution in China and Attitudes Toward Advertising," Journal of Business Research 20 (March 1990): 83-95.
111. Tse, Belk, and Zhou, "Becoming a Consumer Society," 457; Richard W. Pollay, David K. Tse, and Zhengyuan Wang, "Advertising, Propaganda, and Value Change in Economic Development: The New Cultural Revolution in China and Attitudes Toward Advertising," Journal of Business Research 20 (March 1990): 83-95.
112. Xu, Marketing to China, 105.
113. Chu and Ju, Great Wall, 221.
114. Leiss, Kline, and Jhally, Social Communication, 153-159.
115. Leiss, Kline, and Jhally, Social Communication, 153.
116. Edward T. Hall, "Context and Culture," in Intercultural Communication: A Reader, 8th ed., ed. Larry A. Samovar and Richard E. Porter (Belmont, CA: Wadsworth Publishing Company, 1997), 47.
117. Lin, "Cultural Differences," 44.
118. Mueller, "Reflections of Culture," 53; Mueller, "Standardization vs. Specialization," 17.
119. Mueller, "Reflections of Culture," 53; Mueller, "Standardization vs. Specialization," 17.
120. Chu and Ju, Great Wall, 222; Xu, Marketing to China, 120.
121. Chu and Ju, Great Wall, 222; Xu, Marketing to China, 120.
122. Chinese Culture Connection, "Chinese Values," 143.
123. Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 60-62; Xu, Marketing to China, 120.
124. Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 60-62; Xu, Marketing to China, 120.
125. Chu and Ju, Great Wall, 222; Pan, Chaffee, Chu, and Ju, To See Ourselves, 60-62; Xu, Marketing to China, 120.
126. Pan, Chaffee, Chu, and Ju, To See Ourselves, 209.
127. Hong Cheng and Katherine T. Frith, "Foreign Advertising Agencies in China," Media Asia 23 (1, 1996): 34-41.
128. "Advertising Law," 68-69.
129. The "spiritual civilization" is a political campaign incarnated by the "Five Stresses and Four Points of Beauty" which stand for stress on decorum, manners, hygiene, discipline, and morals, and beautification of the mind, language, behavior, and the environment. This campaign has been continuously promoted by the Chinese government in the 1990s.
130. Cheng, "Reflection of Cultural Values," 167; Cheng and Schweitzer, "Cultural Values," 27.
131. Cheng, "Reflection of Cultural Values," 167; Cheng and Schweitzer, "Cultural Values," 27.
132. 105. Belk and Pollay, "Materialism and Status Appeals," 38; Lin, "Cultural Differences," 44; Mueller, "Reflections of Culture," 55; Mueller, "Standardization vs. Specialization," 20.
133. Belk and Pollay, "Materialism and Status Appeals," 38; Lin, "Cultural Differences," 44; Mueller, "Reflections of Culture," 55; Mueller, "Standardization vs. Specialization," 20.
134. Belk and Pollay, "Materialism and Status Appeals," 38; Lin, "Cultural Differences," 44; Mueller, "Reflections of Culture," 55; Mueller, "Standardization vs. Specialization," 20.
135. Belk and Pollay, "Materialism and Status Appeals," 38; Lin, "Cultural Differences," 44; Mueller, "Reflections of Culture," 55; Mueller, "Standardization vs. Specialization," 20.
136. Mueller, "Reflections of Culture," 55.
137. Katherine T. Frith, "The Concept of 'Greater China' and the Future of Advertising" (paper presented at the annual conference of the American Academy of Advertising, Vancouver, BC, Canada, 1996).