Creating advertising that appeals to Chinese women

Kara Chan

doi:10.1080/01292989709388297

Creating advertising that appeals to Chinese women

Kara Chan^*

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

1 Citation (Scopus)

34 Downloads (Pure)

Abstract

This study examines Chinese women as a target group for television commercials and their perception of differing advertising strategies. The study employs an adjective survey adopted from Aaker and Bruzzone (1982) to gauge respondents opinions of informative and emotional advertising techniques. The results are compared with similar studies made in the US in order to discern any cross‐cultural similarities.

Original language	English
Pages (from-to)	43-57
Number of pages	15
Journal	Asian Journal of Communication
Volume	7
Issue number	1
DOIs	https://doi.org/10.1080/01292989709388297
Publication status	Published - Mar 1997

Scopus Subject Areas

Communication
Education

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10.1080/01292989709388297

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Creating advertising that appeals to Chinese women

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