CULTURAL VALUES IN ADVERTISEMENTS TO THE CHINESE X-GENERATION

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1、CULTURALVALUESINADVERTISEMENTSTOTHECHINESEX-GENERATIONPromotingModernityandIndividualismJINGZHANGANDSHARONSHAVITTABSTRACT:Acontentanalysisof463adsexaminedtheculturalvalues—modernity,tradition,individualism,andcollectivism—promotedinChineseadvertising.Resultsindicatethatbothmodernityan

2、dindividualismvaluespredominateincurrentChineseadvertising.Thesevaluesaremorepervasiveinmagazineadvertisements,whichtargettheChineseX-Generation(aged18–35yearswithhigheducationandincome),thanintelevisioncommercials,whichareaimedatthemassmarket.Incontrast,collectivismandtraditionvalues

3、arefoundtobemorepervasiveontelevisionthaninmagazineads.ThesefindingsrevealtheroleofadvertisinginhelpingshapenewvaluesamongtheX-Generation,aswellasreflectingexistingvaluesamongthemainstreamChinesemarket.Inaddition,productcharacteristics(personaluseversussharedproducts)arefoundtoaffectt

4、hedegreeofindividualismandcollectivismvaluesmanifestedinads.Theimplicationsforfutureresearchontheimpactofculturalvaluesinadvertisingarediscussed.Byanalyzingasociety’sads,researchcaninferchangesinrisingmiddle-classinChina,aged18to35—andtheyaretheconsumptionandculturalvaluesfromchangesi

5、nadvertis-future(TIMEAsia2000).ingappeals(Pollay1986).ThisstudyisdesignedtoaddressAsshowninthisprototypicalprofile,theChineseX-Gen-twoissueswithrespecttoadvertisinginChinaanditsongo-erationrepresentsaspecialdemographicgroupthatisbe-ingroleinreshapingChineseculturalvalues:theroleofad-c

6、omingmoreculturallyadaptedtobothChinaandtheWestvertisingin(1)hasteningmodernityintermsofconsump-(Ong1998).TheChineseX-Generationispartlytheproducttionvaluesand(2)promotingindividualisticculturalvalues.ofChinesemodernizationandglobalmarketing.TheseyoungIncomparisonwithmostWesternordeve

7、lopedcountries,adultsliveinthecitiesinwhichtherearegrowingnumbersChinaisgenerallyregardedasamoretraditionalandmoreofinternationalcontacts,networks,andorganizationscollectivisticsociety.Thus,arefinedandspecialfocuson(HermansandKempen1998).Geographically,mostoftheseChinaisnecessarytoadd

8、ressb