資源描述：
《CULTURAL VALUES IN ADVERTISEMENTS TO THE CHINESE X-GENERATION》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學術(shù)論文-天天文庫。
1、CULTURALVALUESINADVERTISEMENTSTOTHECHINESEX-GENERATIONPromotingModernityandIndividualismJINGZHANGANDSHARONSHAVITTABSTRACT:Acontentanalysisof463adsexaminedtheculturalvalues—modernity,tradition,individualism,andcollectivism—promotedinChineseadvertising.Resultsindicatethatbothmodernityan
2、dindividualismvaluespredominateincurrentChineseadvertising.Thesevaluesaremorepervasiveinmagazineadvertisements,whichtargettheChineseX-Generation(aged18–35yearswithhigheducationandincome),thanintelevisioncommercials,whichareaimedatthemassmarket.Incontrast,collectivismandtraditionvalues
3、arefoundtobemorepervasiveontelevisionthaninmagazineads.ThesefindingsrevealtheroleofadvertisinginhelpingshapenewvaluesamongtheX-Generation,aswellasreflectingexistingvaluesamongthemainstreamChinesemarket.Inaddition,productcharacteristics(personaluseversussharedproducts)arefoundtoaffectt
4、hedegreeofindividualismandcollectivismvaluesmanifestedinads.Theimplicationsforfutureresearchontheimpactofculturalvaluesinadvertisingarediscussed.Byanalyzingasociety’sads,researchcaninferchangesinrisingmiddle-classinChina,aged18to35—andtheyaretheconsumptionandculturalvaluesfromchangesi
5、nadvertis-future(TIMEAsia2000).ingappeals(Pollay1986).ThisstudyisdesignedtoaddressAsshowninthisprototypicalprofile,theChineseX-Gen-twoissueswithrespecttoadvertisinginChinaanditsongo-erationrepresentsaspecialdemographicgroupthatisbe-ingroleinreshapingChineseculturalvalues:theroleofad-c
6、omingmoreculturallyadaptedtobothChinaandtheWestvertisingin(1)hasteningmodernityintermsofconsump-(Ong1998).TheChineseX-Generationispartlytheproducttionvaluesand(2)promotingindividualisticculturalvalues.ofChinesemodernizationandglobalmarketing.TheseyoungIncomparisonwithmostWesternordeve
7、lopedcountries,adultsliveinthecitiesinwhichtherearegrowingnumbersChinaisgenerallyregardedasamoretraditionalandmoreofinternationalcontacts,networks,andorganizationscollectivisticsociety.Thus,arefinedandspecialfocuson(HermansandKempen1998).Geographically,mostoftheseChinaisnecessarytoadd
8、ressb
