Modernization and tradition in an age of globalization: Cultural values in Chinese television commercials

Journal of Communication

Volumn 54, Issue 1, 2004, Pages 156-172

  Zhang, Yan Bing ^a   Harwood, Jake ^b  

^a UNIVERSITY OF KANSAS   (United States)

^b UNIVERSITY OF ARIZONA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

ADVERTISING; CULTURAL INFLUENCE; MEDIA ROLE; TELEVISION;

ASIA; CHINA; EURASIA; FAR EAST;

EID: 1642487721     PISSN: 00219916     EISSN: None     Source Type: Journal    
DOI: 10.1111/j.1460-2466.2004.tb02619.x     Document Type: Article

References (39)

1. Belk, R. W., Bryce, W. J., & Pollay, R. (1985). Advertising themes and cultural values: A comparison of U. S. and Japanese advertising. In K. C. Mun & T. C. Chan (Eds.), Proceedings of the inaugural meeting of the Southeast Asia region (pp. 11-20). Hong Kong: Academy of International Business.
2. Belk, R. W., & Pollay, R. (1985). Materialism and status appeals in Japanese and U.S. print advertising: A historical and cross-cultural content analysis. International Marketing Review, 2(12), 38-47.
3. Chan, K., & Cheng, H. (2002). One country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials. Gazzette, 64, 385-400.
4. Chang, T. K., Wang, J., & Chen, C. H. (1994). News as social knowledge in China: The changing worldview of Chinese national media. Journal of Communication, 44(3), 53-69.
5. Chu, G. C., & Ju, Y. N. (1993). The great wall in ruins: Communication and cultural change in China. Albany, NY: State University of New York Press.
6. Cheng, H. (1994). Reflections of cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13, 167-183.
7. Cheng, H. (1998). Toward an understanding of cultural values manifest in advertising: A content analysis of Chinese television commercials in 1990 and 1995. Journalism & Mass Communication Quarterly, 74, 773-793.
8. Cheng, H., & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36, 27-45.
9. Chinese Cultural Connection. (1987). Chinese values and the search for culture-free dimensions of culture. Journal of Cross-Cultural Psychology, 18, 143-164.
10. Gerbner, G. (1990). Epilogue: Advancing on the path of righteousness (maybe). In N. Signorielli & M. Morgan (Eds.), Cultivation analysis (pp. 249-266). Newbury Park, CA: Sage.
11. Gitlin, T. (1986). Looking through the screen. In T. Gitlin (Ed.), Watching television (pp. 3-8). New York Pantheon Books.
12. Hazelbarth, T. (1997). The Chinese media: More autonomous and diverse-within limits. An intelligence monograph. Washington, DC: Center for the Study of Intelligence (CSI 97-1003).
13. Hong, J. W., Muderrisoghi, A., & Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. magazine advertising. Journal of Advertising, 16, 55-62.
14. Ji, M. F., & McNeal, J. U. (2001). Flow Chinese children's commercials differ from those of the United States: A content analysis. Journal of Advertising, 3, 79-92.
15. Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
16. Lin, C. A. (1993). Cultural differences in message strategies: A comparison between American and Japanese commercials. Journal of Advertising Research, 33, 40-48.
17. Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 3, 83-94.
18. Leiss, W., Kline, S., & Jhally, S. (1990). Social communication in advertising (2nd ed.). Ontario, Canada: Nelson Canada.
19. Lull, J. (1991). China turned on: Television, reform, and resistance. London: Routledge.
20. Marquez, F. T. (1975). The relationship of advertising and culture in the Philippines. Journalism Quarterly, 15, 38-45.
21. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27, 51-59.
22. Mueller, B. (1992). Standardization vs. specialization: An examination of westernization in Japanese advertising. Journal of Advertising Research, 32, 15-24.
23. Pan, Z. D., Chaffee, S., Chu, G., & Ju, Y. N. (1994). To see ourselves. Comparing traditional Chinese and American cultural values. Boulder, CO: Westview.
24. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. In J. H. Leigh & C. R. Martin, Jr. (Eds.), Current issues and research in advertising (pp. 71-91). Ann Arbor: University of Michigan Graduate School of Business Division Research.
25. Pollay, R. W., & Gallagher, K. (1990). Advertising and cultural values: Reflections in the distorted mirror. International Journal of Advertising, 9, 359-372.
26. Pollay, R., Tse, D. K., & Wang, Z. Y. (1990). Advertising, propaganda, and value change in economic development: The new cultural revolution in China and attitudes toward advertising. Journal of Business Research, 20, 83-95.
27. Rokeach, M. (1968). Beliefs, attitudes, and values. San Francisco: Jossey-Bass.
28. Robertson, R. (1992). Globalization: Social theory and global culture. London: Sage.
29. Roy, A., & Harwood, J. (1997). Underrepresented, positively portrayed: Older adults in television commercials. Journal of Applied Communication Research, 25, 35-56.
30. Stross, R. (1990). The return of advertising in China: A survey of the ideological reversal. China Quarterly, 123, 485-502.
31. Sillars, M. O. (1991). Value analysis: Understanding culture in value systems. In M. O. Sillars (Ed.), Messages, meanings, and culture: Approaches to communication criticism (pp. 128-148). New York: Harper Collins.
32. Srikandath, S. (1991). Cultural values depicted in Indian television advertising. Gazzette, 48, 166-172.
33. Swayne, L. E., & Greco, A. J. (1987). The portrayal of older Americans in television commercials. Journal of Advertising, 16, 47-54.
34. Wang, J., & Chang, T. K. (1996). From class ideology to state manager: TV programming and foreign imports in China, 1970-1990. Journal of broadcasting and Electronic Media, 40, 196-207.
35. Wei, R., & Pan, Z. D. (1999). Mass media and consumerist values in the People's Republic of China. International Journal of Public Opinion Research, 1, 75-96.
36. Wong, W. S. (2000). The rise of consumer culture in a Chinese society: A reading of banking television commercials in Hong Kong during the 1970s. Mass Communication & Society, 3, 393-413.
37. Zhang, Y., & Gelb, E. D. (1996). Matching advertising appeals to culture: The influence of products' use conditions. Journal of Advertising, 25, 29-46.
38. Zhang, Y. B., & Harwood, J. (2002). Television viewing and perceptions of traditional Chinese values among Chinese college students. Journal of Broadcasting and Electronic Media, 46, 245-264.
39. Zhao, B. (1999). Mouthpiece or money-spinner? The double life of Chinese television in the late 1990s. International Journal of Cultural Studies, 2, 291-305.