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

Yan Bing Zhang, James T Harwood

Research output: Contribution to journalArticle

61 Citations (Scopus)

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
StatePublished - Mar 2004

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television commercials
Modernization
Television
Marketing
modernization
globalization
Values
cultural change
beauty
coexistence
Globalization
Television Commercials
Cultural Values
modernity

ASJC Scopus subject areas

  • Communication

Cite this

Modernization and tradition in an age of globalization : Cultural values in Chinese television commercials. / Zhang, Yan Bing; Harwood, James T.

In: Journal of Communication, Vol. 54, No. 1, 03.2004, p. 156-172.

Research output: Contribution to journalArticle

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