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“technology,” and “youth” predominate in Chinese advertising in the 1990s, and the dominance of “quality” in 1990 was superseded by “tradition” in 1995.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

Translating Intervention: When Corporate Culture Meets Chinese Socialism

2017 ◽  
Vol 27 (2) ◽  
pp. 190-203 ◽  
Author(s):  
Andrew Chan ◽  
Stewart Clegg ◽  
Matthew Warr
Keyword(s):  
Cultural Values ◽  
Communist Party ◽  
Corporate Culture ◽  
Chinese Communist Party ◽  
Corporate America ◽  
Business World ◽  
The Core ◽  
Chinese Cultural Values ◽  
Contemporary Chinese

Under socialist development, the contemporary Chinese Communist Party (CCP) refashions thought management with a changed message. The Party increasingly promotes Chinese cultural values, through a policy of designed corporate culture programs within state-owned and private enterprises. The culture is one that inculcates corporate cultural values “imported” from corporate culture discourses in the Western business world. A curious “translation of ideas” has occurred, ideas that have traveled from the Korean Peninsula and War, through the boardrooms of corporate America and into the mundane practices of the CCP, to build corporate culture. At the core of this culture are practices that Schein has termed coercive persuasion. This article discusses the role of coercive persuasion in two sites: (a) China’s state-owned enterprises and (b) private businesses and social organizations. We conclude that as ideas travel, they may change in substance, whereas in form and functionality, they remain surprisingly similar.

scholarly journals Changes in the perception of values of cultural areas in the world

2014 ◽  
Vol 17 (4) ◽  
pp. 54-61
Author(s):  
Them Ngoc Tran
Keyword(s):  
Southeast Asia ◽  
Cultural Values ◽  
Northeast Asia ◽  
The West ◽  
The World ◽  
Western Values ◽  
Subjective Aspect ◽  
And Behavior

The paper presents the changes of values in three cultural areas the West, Northeast Asia, and Southeast Asia through two aspects: (i) behavior’s aspect and (ii) subjective aspect. From behavior’s aspect, the paper presents the changes in ways of cognition, organization and behavior. From subjective aspect, the paper presents the changes in countries in the West, Northeast Asia, and Southeast Asia. Due to the main domination of Western values in the process of globalization and integration, the more different from the West in terms of cultural values are, the stronger and more difficult the changes in values become. For this reason,Northeast Asia and Southeast Asia are more interested in building their own values.

scholarly journals Propaganda Instruments in Contemporary Campaigns: Comparison of Estonian Political Television Advertisements and Modern Television Commercials

2007 ◽  
Vol 3 (1) ◽  
Author(s):  
Agu Uudelepp
Keyword(s):  
Content Analysis ◽  
Present Article ◽  
Television Commercials ◽  
Political Advertisements ◽  
The Public ◽  
Television Advertisements ◽  
Similarities And Differences ◽  
Democratic Societies

The author argues in the present article that although propaganda is considered mostly a tool of ideological communication suitable for use during wars or in totalitarian states, it is still used in contemporary democratic societies at peacetime and there are no major differences between employing instruments of propaganda in the public or the private sectors. The present analysis is based on the similarities and differences between Estonian political television advertisements and modern television commercials with an emphasis on the application of propaganda instruments. The author employed content analysis when studying the sample in which were 100 non-political and 84 political advertisements. This research shows that Estonian political television advertisements and international non-political television advertisements share some significant similarities: cognitive propaganda instruments are more widely employed than social ortechnological ones. The role oftechnological propaganda instruments is diminishing and such instruments are replaced by structural ones. A major difference is that, on average, there are more propaganda instruments per advertisement in political television advertisements than in non-political television advertisements, and technological propaganda instruments are not employed in non-political television advertisements.

scholarly journals Critiquing Economic Values in English Language Teaching: Materials Problems and Critical Solutions Facing Teachers

2014 ◽  
Vol 18 (1-2) ◽  
pp. 18-30
Author(s):  
Neil Addison
Keyword(s):  
Cultural Values ◽  
English Language ◽  
Language Teaching ◽  
English Language Teaching ◽  
Student Response ◽  
Response Data ◽  
Product Placements ◽  
Western Values ◽  
Market Driven ◽  
Conversation Class

This paper contends that the English language teaching industry is implicitly imbued with Western cultural values which, whilst emanating from the ideological discourse of colonialism, have now evolved into an aggressive corporate colonialism. An examination of various materials employed in ELT finds that they are saturated with market driven Western values and product placements, which, if not explicated properly, can confuse students who may come from very different schematic backgrounds (Widdowson, 1990). A more critical classroom approach is therefore advocated, where foreign English language students are encouraged to use vocabulary to critique cultural contents encountered in ELT materials, affording them the chance to engage with English more dynamically. A 2012 teaching approach is described, which sought to achieve this aim within the context of a Japanese university English conversation class. The effectiveness of this approach is then assessed and discussed through the examination of quantitative and qualitative student response data. DOI: http://dx.doi.org/10.3126/nelta.v18i1-2.10327   Journal of NELTA, Vol 18 No. 1-2, December 2013; 18-30

scholarly journals Manipulative Leadership and The Effect towards Its Subordinate as Portrayed in Orson Scott Card’s Novel

2019 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Sharavina Delani
Keyword(s):  
Content Analysis ◽  
Popular Culture ◽  
Cultural Values ◽  
Risk Taking ◽  
Qualitative Method ◽  
Real Life ◽  
Primary Data ◽  
Future Change ◽  
The Government ◽  
Undergraduate Thesis

Literary works, such as novel, usually comes from the writer’s feeling; it could be the feeling of love, frustrations, angers, satisfactions, disappointments, satire, and many other feelings towards an individual, social, organizations, even the government. A novel could also be some kind of warning towards the readers so that they could be cautious if there are any similar events happen in their real life. The main objective of this research explains the American manipulative leadership and the American cultural values seen in Ender’s Game and to analyze the effect of American Manipulative Leadership towards its Subordinate shows by Ender’s Game. The researcher uses the qualitative method to analyze the primary data and the supporting data using content analysis to interpret the images, symbols, and words.    This undergraduate thesis concludes two major points. Firstly, American manipulative leadership uses two values; which are risk-taking and the future, change, and progress and forgotten two other values, directness/openness/honesty and freedom of American Cultural values. Secondly, American manipulative leaderships also affect the subordinate psychological condition. And novel can also be called as a popular culture due to its enormous achievement and its consumption by the mass.

Message Strategies in Military Recruitment Advertising

2016 ◽  
Vol 43 (3) ◽  
pp. 566-573 ◽  
Author(s):  
Sejin Park ◽  
Zienab Shoieb ◽  
Ronald E. Taylor
Keyword(s):  
Content Analysis ◽  
Television Commercials ◽  
High Involvement ◽  
Military Recruitment ◽  
Recruitment Advertising ◽  
Message Strategies ◽  
Practical Implications

This study investigates message strategies used in U.S. military commercials using Taylor’s six-segment strategy wheel. A content analysis of 125 military television commercials reveals that (1) majority of military commercials employed transformational strategy rather than informational strategy; (2) military commercials only used high involvement message strategies (i.e., ration, ego, and social) and no acute need, routine, and sensory commercials were observed; and (3) message strategies in military advertising varied across the number of wars and recruiting targets. Theoretical and practical implications of the findings are discussed.

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