How Informative Are Chinese Television Commercials?

2014 ◽  
pp. 115-128
Author(s):  
Liyong Wang ◽  
Carolus L. C. Praet
Keyword(s):  
Television Commercials ◽  
Chinese Television

Toward an Understanding of Cultural Values Manifest in Advertising: A Content Analysis of Chinese Television Commercials in 1990 and 1995

1997 ◽  
Vol 74 (4) ◽  
pp. 773-796 ◽  
Author(s):  
Hong Cheng
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Television Commercials ◽  
Melting Pot ◽  
Western Values ◽  
Advertising Law ◽  
Chinese Television ◽  
Chinese Advertising ◽  
Contemporary Chinese

Based on Richard Pollay's concept that advertising is a “distorted mirror,” the author analyzed the content of 483 Chinese television commercials in 1990 and 1995. Results show that “modernity,” “technology,” and “youth” predominate in Chinese advertising in the 1990s, and the dominance of “quality” in 1990 was superseded by “tradition” in 1995. Symbolic values from both Eastern and Western cultures occurred more frequently in 1995. This change implies that contemporary Chinese advertising is not only a “distorted mirror” but a “melting pot” of cultural values. Results also indicate that the new advertising law taking effect on 1 February 1995 did not reduce Western values depicted in Chinese commercials.

VISUAL DIFFERENCES IN U.S. AND CHINESE TELEVISION COMMERCIALS

2005 ◽  
Vol 34 (1) ◽  
pp. 112-119 ◽  
Author(s):  
Shuhua Zhou ◽  
Fei Xue ◽  
Fei Xue ◽  
Peiqin Zhou
Keyword(s):  
Television Commercials ◽  
Chinese Television

scholarly journals Cultural values and aging in Chinese television commercials

2008 ◽  
Vol 18 (2) ◽  
pp. 209-224 ◽  
Author(s):  
Yan Bing Zhang ◽  
Yi Song ◽  
Leilani Jensen Carver
Keyword(s):  
Older Adults ◽  
Cultural Values ◽  
Chinese Culture ◽  
Television Advertising ◽  
Major Product ◽  
Television Commercials ◽  
Product Categories ◽  
Product Effectiveness ◽  
Chinese Television ◽  
Health Supplements

This study examined commercials (N = 141) featuring older adult(s) shown on three Chinese TV stations (i.e., national, provincial, and local) in the fall of 2005 to uncover the dominant value themes, the major product categories, and the association between value themes and product categories. Content analysis results revealed that three dominant value themes (i.e., health/life, product effectiveness, and family) appeared frequently in the Chinese television commercials featuring older adults, in which some major product categories such as food/drink, food/health supplements, and medicine were promoted. Results also indicated that the value of health/life was presented frequently in commercials for medicine and food/health supplements and that the family value appeared frequently in food/drinks commercials. Altogether these results demonstrated the importance of health and a lack of emphasis of modern values in Chinese television commercials which feature older adults, indicating a mixed view of aging (i.e., passive and negative). Findings are discussed in the context of the Chinese culture, aging, and television advertising.

Violence and Sex as Advertising Strategies in Television Commercials

2010 ◽  
Vol 15 (4) ◽  
pp. 304-311 ◽  
Author(s):  
Christopher J. Ferguson ◽  
Amanda M. Cruz ◽  
Daniel Martinez ◽  
Stephanie M. Rueda ◽  
Diana E. Ferguson
Keyword(s):  
Young Adults ◽  
Sexual Content ◽  
Television Show ◽  
Television Commercials ◽  
Brand Recall ◽  
Violent Content ◽  
Willingness To Buy ◽  
Advertising Strategies ◽  
Television Violence ◽  
The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

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