Creating advertising that appeals to Chinese women

Kara K W CHAN*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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 languageEnglish
Pages (from-to)43-57
Number of pages15
JournalAsian Journal of Communication
Volume7
Issue number1
DOIs
Publication statusPublished - 1997

Scopus Subject Areas

  • Communication
  • Education

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