One Country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials

Kara Chan, Hong Cheng

Research output: Contribution to conferencePaperpeer-review

4 Downloads (Pure)

Abstract

A content analysis of 1,387 commercials broadcast in China1 and Hong Kong in 1993 and 1998 was conducted using Cheng and Schweitzer’s (1996) 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 two-way ANOVA model indicated that product category had greater impact on cultural values than time dimension.
Original languageEnglish
Number of pages45
Publication statusPublished - Apr 2000
EventAmerican Academy of Advertising 2000 Annual Conference - Newport, Rhode Island, United States
Duration: 14 Apr 200017 Apr 2000

Conference

ConferenceAmerican Academy of Advertising 2000 Annual Conference
Country/TerritoryUnited States
CityNewport, Rhode Island
Period14/04/0017/04/00

User-Defined Keywords

  • Cultural values
  • Content analysis
  • Television advertising
  • China
  • Hong Kong

Fingerprint

Dive into the research topics of 'One Country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials'. Together they form a unique fingerprint.

Cite this