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1、CULTURALVALUESINADVERTISEMENTSTOTHECHINESEX-GENERATIONPromotingModernityandIndividualismJINGZHANGANDSHARONSHAVITTABSTRACT:Acontentanalysisof463adsexaminedtheculturalvalues—modernity,tradition,individualism,andcollectivism—promotedinChineseadvertising.Resultsindicateth
2、atbothmodernityandindividualismvaluespredominateincurrentChineseadvertising.Thesevaluesaremorepervasiveinmagazineadvertisements,whichtargettheChineseX-Generation(aged18–35yearswithhigheducationandincome),thanintelevisioncommercials,whichareaimedatthemassmarket.Incontr
3、ast,collectivismandtraditionvaluesarefoundtobemorepervasiveontelevisionthaninmagazineads.ThesefindingsrevealtheroleofadvertisinginhelpingshapenewvaluesamongtheX-Generation,aswellasreflectingexistingvaluesamongthemainstreamChinesemarket.Inaddition,productcharacteristic
4、s(personaluseversussharedproducts)arefoundtoaffectthedegreeofindividualismandcollectivismvaluesmanifestedinads.Theimplicationsforfutureresearchontheimpactofculturalvaluesinadvertisingarediscussed.Byanalyzingasociety’sads,researchcaninferchangesinrisingmiddle-classinCh
5、ina,aged18to35—andtheyaretheconsumptionandculturalvaluesfromchangesinadvertis-future(TIMEAsia2000).ingappeals(Pollay1986).ThisstudyisdesignedtoaddressAsshowninthisprototypicalprofile,theChineseX-Gen-twoissueswithrespecttoadvertisinginChinaanditsongo-erationrepresentsa
6、specialdemographicgroupthatisbe-ingroleinreshapingChineseculturalvalues:theroleofad-comingmoreculturallyadaptedtobothChinaandtheWestvertisingin(1)hasteningmodernityintermsofconsump-(Ong1998).TheChineseX-Generationispartlytheproducttionvaluesand(2)promotingindividualis
7、ticculturalvalues.ofChinesemodernizationandglobalmarketing.TheseyoungIncomparisonwithmostWesternordevelopedcountries,adultsliveinthecitiesinwhichtherearegrowingnumbersChinaisgenerallyregardedasamoretraditionalandmoreofinternationalcontacts,networks,andorganizationscol
8、lectivisticsociety.Thus,arefinedandspecialfocuson(HermansandKempen1998).Geographically,mostoftheseChinaisnecessarytoaddressb
