scholarly journals Appeals and Cultural Values in Chinese Television Commercials

2013 ◽  
Vol 6 (4) ◽  
Author(s):  
Feng Shen
Keyword(s):  
Cultural Values ◽  
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“technology,” and “youth” predominate in Chinese advertising in the 1990s, and the dominance of “quality” in 1990 was superseded by “tradition” in 1995.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.

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.

scholarly journals Canned Peaches and Chicken Parts: Postmodern Food in Don DeLillo's White Noise

Elements ◽  
2009 ◽  
Vol 5 (1) ◽  
Author(s):  
Nicole Wong
Keyword(s):  
White Noise ◽  
Cultural Values ◽  
Well Being ◽  
Consumer Society ◽  
Allen Ginsberg ◽  
The Novel ◽  
Television Commercials ◽  
Thorstein Veblen ◽  
Food Items

Descriptions and interactions with food serve as signifiers of cultural values in the postmodern society of Don DeLillo's novel, <em>White Noise</em>. Amid a constant stream of name brand advertisements and flashy television commercials, characters struggle to find substantive meaning in their lives. DeLillo presents a consumer culture swamped in excess, belongings, and commodities, where food items characterize their buyers and even commodify their outlooks on life. From family bargain packs of potato chips indicating success and well-being, to plastic-wrapped slices of cheese facilitating an efficient yet isolated life, this essay discusses DeLillo's different uses of food imagery throughout the novel. DeLillo's portrayal of a postmodern consumer society is put into dialogue with acclaimed experts and critics Jean Baudrillard and Thorstein Veblen, as well as artistic work that comments on the role of 'pop foods' in contemporary American culture, incluidng works by pop artists Andy Warhol and Roy Lichtenstein and poet Allen Ginsberg.

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 Construction of Advertisements in Pakistan: How far Television Commercials Conform to Social Values and Professional Code of Conduct?

2019 ◽  
Vol IV (II) ◽  
pp. 22-31
Author(s):  
Bakht Rawan ◽  
Nazia Bibi
Keyword(s):  
Cultural Values ◽  
Regulatory Authority ◽  
Social Values ◽  
Code Of Conduct ◽  
Gender Stereotyping ◽  
Prime Time ◽  
Television Commercials ◽  
Professional Code ◽  
Television Content ◽  
Tv Commercials

The present study examines that how far television content especially televised advertisements in Pakistan are conforming to the professional code of conduct, and social values of the society. For this purpose, the researchers selected TV commercials being telecast during prime time dramas and examined them through content analysis against the code of conduct formulated by Pakistan Electronic Media Regulatory Authority (PEMRA). The researchers focused on existence/non-existence of deception, obscenity, and stereotyping in the advertisements. They also explored that whether the level of existence of deception, obscenity and stereotyping varies from product to product and channel to channel or remains intact across the board. It was found that most of the advertisements were deceptive but a few. The element of obscenity (dress and gestures/postures) existed in all the analyzed advertisements. And as compared to ethnic stereotyping gender stereotyping was prevailing more in the chosen advertisements. The results indicate that Pakistani media are transgressing the cultural values and PEMRAs code of conduct.

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