TY - JOUR
T1 - One country, two systems
T2 - Cultural Values Reflected in Chinese and Hong Kong Television Commercials
AU - CHAN, Kara K W
AU - Cheng, Hong
N1 - Funding Information:
The authors are grateful to Bradley University and Hong Kong Baptist University for funding this study.
PY - 2002/8
Y1 - 2002/8
N2 - A content analysis of 1387 commercials broadcast in China and Hong Kong in 1993 and 1998 was conducted using Cheng and Schweitzer's framework of cultural values. The five cultural values that dominated Chinese television advertising were ‘modernity’, ‘family’, ‘tradition’, ‘technology’ and ‘collectivism’. The five dominant cultural values in Hong Kong television advertising were ‘quality’, ‘effectiveness’, ‘economy’, ‘enjoyment’ and ‘modernity’. Hong Kong commercials used more western values, whereas Chinese commercials used more eastern ones. Chinese commercials used more symbolic values, while Hong Kong commercials used more utilitarian ones. The pattern of cultural values reflected in Chinese commercials was more volatile than that of Hong Kong commercials. The use of a two-way ANOVA model indicated that product category had a greater impact on cultural values than the time dimension.
AB - A content analysis of 1387 commercials broadcast in China and Hong Kong in 1993 and 1998 was conducted using Cheng and Schweitzer's framework of cultural values. The five cultural values that dominated Chinese television advertising were ‘modernity’, ‘family’, ‘tradition’, ‘technology’ and ‘collectivism’. The five dominant cultural values in Hong Kong television advertising were ‘quality’, ‘effectiveness’, ‘economy’, ‘enjoyment’ and ‘modernity’. Hong Kong commercials used more western values, whereas Chinese commercials used more eastern ones. Chinese commercials used more symbolic values, while Hong Kong commercials used more utilitarian ones. The pattern of cultural values reflected in Chinese commercials was more volatile than that of Hong Kong commercials. The use of a two-way ANOVA model indicated that product category had a greater impact on cultural values than the time dimension.
KW - advertising
KW - China
KW - content analysis
KW - cultural values
KW - Hong Kong
UR - http://www.scopus.com/inward/record.url?scp=84993736011&partnerID=8YFLogxK
U2 - 10.1177/174804850206400405
DO - 10.1177/174804850206400405
M3 - Article
AN - SCOPUS:84993736011
VL - 64
SP - 385
EP - 400
JO - Gazette
JF - Gazette
SN - 0016-5492
IS - 4
ER -