Modernization and tradition in an age of globalization: Cultural values in Chinese television commercials

Yan Bing Zhang, Jake Harwood

Research output: Contribution to journalArticlepeer-review

66 Scopus citations

Abstract

The authors analyzed commercials (N = 496) shown on 3 Chinese TV stations in the summer of 2000 to uncover the dominant value themes and identified 13 value themes as applicable in the current sample. This study found that the most dominant value themes in the Chinese commercials were product quality/effectiveness, family, modernity, beauty/youth, and pleasure indicating the prevalence of utilitarian values and the coexistence of both traditional and modern values in the world of Chinese advertising. Value themes identified in this study are compared with previous conceptualizations and discussed in the context of globalization and Chinese cultural change.

Original languageEnglish (US)
Pages (from-to)156-172
Number of pages17
JournalJournal of Communication
Volume54
Issue number1
DOIs
StatePublished - Mar 2004

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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