TY - JOUR
T1 - Information content of television advertising in China
T2 - An update
AU - Chan, Kara
AU - Chan, Fanny
N1 - Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2005/3
Y1 - 2005/3
N2 - The current study was an update of Chan's (1995) study of television advertising conducted in 1993 in China. A content analysis of 386 Chinese television commercials in 2002 was conducted. The Resnik and Stern evaluation criteria were adopted to determine the level of advertising information content in television commercials. Compared to the previous study in 1993, Chinese commercials were becoming less informative. The percentage of informative ads dropped from 58% in 1993 to 55% in 2002. The average information cue dropped from 1.5 cues in 1993 to 1.3 cues in 2002 in each commercial classified as informative. The three most frequently used information cues were the same as in the last study, namely, performance, components/contents, and quality. Non-durables and pharmaceutical advertising remained as the most informative while liquor advertising was again the least informative. Information content was found dependent on characteristics of the broadcast channels but not duration.
AB - The current study was an update of Chan's (1995) study of television advertising conducted in 1993 in China. A content analysis of 386 Chinese television commercials in 2002 was conducted. The Resnik and Stern evaluation criteria were adopted to determine the level of advertising information content in television commercials. Compared to the previous study in 1993, Chinese commercials were becoming less informative. The percentage of informative ads dropped from 58% in 1993 to 55% in 2002. The average information cue dropped from 1.5 cues in 1993 to 1.3 cues in 2002 in each commercial classified as informative. The three most frequently used information cues were the same as in the last study, namely, performance, components/contents, and quality. Non-durables and pharmaceutical advertising remained as the most informative while liquor advertising was again the least informative. Information content was found dependent on characteristics of the broadcast channels but not duration.
KW - China
KW - Content Analysis
KW - Informative
KW - Television Advertising
UR - http://www.scopus.com/inward/record.url?scp=36649002978&partnerID=8YFLogxK
U2 - 10.1080/0129298042000329766
DO - 10.1080/0129298042000329766
M3 - Journal article
AN - SCOPUS:36649002978
SN - 0129-2986
VL - 15
SP - 1
EP - 15
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 1
ER -