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.

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“technology,” and “youth” predominate in Chinese advertising in the 1990s, and the dominance of “quality” in 1990 was superseded by “tradition” in 1995.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.

scholarly journals Enhancing Memory of Television Commercials through Message Spacing

1994 ◽  
Vol 31 (3) ◽  
pp. 384-392 ◽  
Author(s):  
Surendra N. Singh ◽  
Sanjay Mishra ◽  
Neeli Bendapudi ◽  
Denise Linville
Keyword(s):  
Older Adults ◽  
Laboratory Experiment ◽  
Marketing Strategy ◽  
Television Advertising ◽  
Delay Condition ◽  
Television Commercials ◽  
Media Planning ◽  
Television Commercial ◽  
Delay Interaction ◽  
Measurement Delay

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two presentations of the target commercial) and the delay in memory measurement. In two different samples—younger and older adults—the results show a lag by measurement delay interaction. In general, results show that in the long measurement delay condition, the recall of message contents was significantly higher with the long lag than with the short lag. However, in the short measurement delay condition, recall was significantly higher with the short lag than with the long lag. The results are explained by a variation of encoding variability theory. The implications of the findings for media planning and television advertising to older adults are discussed.

scholarly journals How Celebrities are Used in Indian Television Commercials

2010 ◽  
Vol 35 (4) ◽  
pp. 45-52 ◽  
Author(s):  
Varsha Jain ◽  
Subhadip Roy ◽  
Aarzoo Daswani ◽  
Mari Sudha
Keyword(s):  
Product Category ◽  
Major Product ◽  
Dominant Mode ◽  
Advertising Agencies ◽  
Television Commercials ◽  
Distribution Method ◽  
Product Categories ◽  
Food And Beverage ◽  
Marketing Tool ◽  
Celebrity Advertising

The usage of celebrities by the Indian advertising agencies has experienced a phenomenal increase in the last five years. Effective communication between the marketer and the consumers is the need of the hour and celebrity endorsement is a strategy that is perceived as making full use of this opportunity. Most of the countries have adopted this strategy as an effective marketing tool and even India is carving out space for itself in this arena. The present study attempts to meet three objectives: to identify the mode⁄s in which a celebrity is depicted in Indian television commercials to ascertain relationship (if any) between the category of product endorsed and the type of celebrity used to identify the correspondence between product categories and mode of celebrity presence. For the first objective of identifying the nature of celebrity portrayal, four modes given by McCracken (1989) were used: Explicit mode (the celebrity overtly declares the product endorsement) Implicit mode (physical or verbal communication is used by the celebrity) Imperative mode (the celebrity suggests the viewers to use the product) Co-present mode (the celebrity only appears with the product). For the second and third objectives, cross-tabulated frequency distribution method was used. Content analysis of Indian television commercials was done for the period 1995–2007. The criterion used for selection of advertisements was the presence of celebrity in any form in the ad. On this basis, 558 television commercials (TVCs) were selected featuring a total of 56 celebrities. The findings of the study indicated that: Around 64 per cent of the commercials used the implicit mode of celebrity portrayal for different product categories. Usage of film celebrities was more extensive than sports celebrities in major product categories. This was probably because the shelf life of fame for a film celebrity is more than that of the sports celebrity. Male celebrities dominated the product categories like food and beverage, automobiles, and consumer durables. The female celebrities were featured majorly in beauty products. No distinct association was found between the product categories considered and the mode used for celebrity portrayal. The study findings contributed to the academia as well as practitioners. For the academia, the study identified the most dominant mode of celebrity advertising in India and found that there was no correspondence between the mode in which a celebrity was portrayed and the product category endorsed. For the practitioners, the study identified the lesser used modes of celebrity endorsements which could be used as opportunities.

Inter- and Intra-industry Trade Relations between Bangladesh and India: Empirical Results

2018 ◽  
Vol 7 (4) ◽  
pp. 280-292
Author(s):  
Anisul M. Islam
Keyword(s):  
Comparative Advantage ◽  
Relative Position ◽  
Bilateral Trade ◽  
Trade Deficit ◽  
Major Product ◽  
Global Trade ◽  
Industry Trade ◽  
Product Categories ◽  
Trade Relations ◽  
Economic Ties

Bangladesh and India are two neighbouring countries in South Asia having strong political, diplomatic, trade and economic ties with each other. This article reviews and updates on the inter- and intra-industry trade relationship between these two countries using more recent data. More specifically, it examines the relative position of the two countries in global trade followed by trends and patters of bilateral trade using aggregative data. At a disaggregate level, the commodity composition of Bangladesh exports to and imports from India by major product categories is examined focusing on the revealed comparative advantage (RCA) to review and update the degree of inter-industry trade. Further, the Grubel–Lloyd index (GLI; Grubel & Lloyd, 1975 ) is examined to measure the degree of intra-industry trade by major commodity groups. The article finds that India has a much stronger relative position in the global trade vis-à-vis Bangladesh. India is also found to dominate Bangladesh in bilateral trade, resulting in a very large and persistent trade deficit of Bangladesh with India. At a disaggregated level, the article finds that India has a comparative advantage in more products than Bangladesh and that the GLI shows that the degree of intra-industry trade is almost negligible between the two countries.

scholarly journals In-Law and Mate Preferences in Chinese Society and the Role of Traditional Cultural Values

2017 ◽  
Vol 15 (3) ◽  
pp. 147470491773051 ◽  
Author(s):  
Qingke Guo ◽  
Yujie Li ◽  
Shushuang Yu
Keyword(s):  
Social Status ◽  
Cultural Values ◽  
Filial Piety ◽  
Chinese Culture ◽  
Parental Influence ◽  
Mate Preferences ◽  
Chinese Society ◽  
Genetic Quality ◽  
Parental Preferences ◽  
Parent Child

Using 347 parent–child dyads as participants, this study directly examined in-law and mate preferences in a typical collectivist culture. The results showed (1) traits indicating social status and parental investment were more highly valued by the parents, while traits indicating genetic quality and traits related to romantic love were more highly valued by the children. (2) Parental preferences were moderated by gender of the in-laws. Good earning capacity was more preferred by parents in a son-in-law, traits connoting genetic quality and reproductive fitness were more preferred by parents in a daughter-in-law. (3) There was more convergence in in-law and mate preferences in Chinese culture than in Western cultures. (4) Traditional cultural values (i.e., filial piety) can be used as a predictor of traditional mate preferences and less parent–child divergences. Additionally, greater preference for kind and understanding by parents than by children as well as by daughters than by sons, and greater preference for social status by the daughters’ than by the sons’ parents have not been observed in the rating and the ranking instrument. These findings illustrated how culture handles the parent–child disagreement over mating by authorizing greater parental influence on children’s mating decisions.

scholarly journals The Directional Influence Of Music Backgrounds In Television Advertising

2011 ◽  
Vol 10 (1) ◽  
pp. 14 ◽  
Author(s):  
Carl S. Bozman ◽  
Darrel Mueling ◽  
Kathy L. Pettit-O'Malley
Keyword(s):  
Television Advertising ◽  
Brand Attitude ◽  
Attitude Formation ◽  
Future Research ◽  
Brand Attitudes ◽  
Television Commercials ◽  
High Involvement ◽  
Alternative Music ◽  
Relationship Of ◽  
The Relationship

<span>Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.</span>

scholarly journals UNIMAGINED FUTURES: THE PARADOX OF FAMILISM AND ELDERCARE AMONG AGING LATINOS IN THE CHICAGOLAND AREA

2019 ◽  
Vol 3 (Supplement_1) ◽  
pp. S715-S715
Author(s):  
Melissa Howe ◽  
Alexis Howard ◽  
Wendy Hsieh ◽  
Lissette M Piedra
Keyword(s):  
Older Adults ◽  
Cultural Values ◽  
Old Age ◽  
Social Life ◽  
Successful Aging ◽  
Older Adulthood ◽  
Nativity Status ◽  
North Americans ◽  
Physical Independence ◽  
Latino Older Adults

Abstract Scholars of gerontology highlight the ways aging varies cross-culturally. Whereas North Americans tend to describe “successful aging” as the maintenance of social and physical independence, Latin Americans tend to view aging as a natural process of social transition. In this study, we conducted a content analysis of nine focus groups (N =101) and 20 interviews with Latino older adults in the Chicagoland area to examine how they characterize successful aging and view the health declines that accompany aging. We found that Latino older adults often used rhetoric associated with “successful aging,” which tended to emphasize the maintenance of independence and physical functioning. Even immigrant respondents employed this language, suggesting that descriptions of “good old age,” may be more culturally transferable than previously thought. At the same time, the cultural values of respeto and familismo also emerged. Regardless of the participant’s nativity status, centrality of family and the importance of respect represented constant sources of support. Still, adherence to these values came with considerable drawbacks for those intensely focused on self-sacrifice for the sake of their families. Taken together, “successful old age” was defined by the participants as one in which a person maintains physical independence in the context of an interdependent, kin-focused, social life. This paradoxical combination of valuing independence and familial interdependence produced a number of benefits and challenges for Latino adults as they transitioned into to older adulthood.

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