Cultural Values Reflected in Chinese and US Television Commercials

In this article, we have content analyzed 1,105 PRC and U.S. television commercials and identified eight cultural values that dominate either Chinese or U.S.

Cultural Values Reflected in Chinese and US Television Commercials

Hong Cheng and John C Schweitzer

Despite three decades of scholarly interest in the need to relate advertising to culture (Cheng, 1994), inadequate attention has been paid to the cultural content of advertising in China, the largest market in the world. Between 1981 and 1993, advertising business volume in China increased at an average rate of more than 40% (Guoji Guanggao, 1993). The rapid growth of Chinese advertising is expected to continue. It is estimated that annual advertising spending in the country will hit $4.8 billion by...

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