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Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials
Zhang, Yan Bing Harwood, Jake
Zhang, Yan Bing
Harwood, Jake
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Abstract
Commercials (N = 496) shown on three Chinese TV stations in the summer of 2000 were analyzed to uncover the dominant value themes in the commercials. Thirteen value themes were identified as applicable in the current sample. This study found that the most dominant value themes emerged in the Chinese commercials were product effectiveness, family, modernity, beauty/youth, and pleasure indicating the prevalence of utilitarian values and the coexistence of both traditional and modern values in the world of Chinese advertising. Value themes identified in this study are compared with previous conceptualizations, and discussed in the context of globalization and Chinese cultural change.
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DOI: 10.1111/j.1460-2466.2004.tb02619.x
Date
2006-01
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Wiley
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Zhang, Y. B., & Harwood, J. (2004). Modernization and tradition in an age of globalization: Cultural values in Chinese television commercials. Journal of Communication, 54, 156-172. http://dx.doi.org/10.1111/j.1460-2466.2004.tb02619.x