Cultural Values Reflected in Chinese and American Television Advertising

Abstract

This study examines cultural values as reflected in U.S. and Chinese advertising appeals. The findings support most of the hypotheses, indicating that the portrayal of traditional Chinese cultural values remains relatively stable. However, subtle changes in cultural values and advertising strategies are visible. In particular, the youth / modernity appeal that reflects the westernization, as well as the modernization, trend in China seems as prominently displayed in Chinese commercials as in the U.S. commercials. Implications for standardization versus specialization advertising strategies are also explored.