This study attempts to examine how television advertising viewing has impact on upwards social comparison with idealized images of “good life” portrayed in television commercials, and if this comparison lower adolescents’ evaluation of current living standards. Research questions and hypotheses were generated from the social comparison theory. A sample of 401 Chinese rural adolescents aged 12-17 was surveyed. The results found that television advertising viewing had positive correlation with social comparison with the idealized image of “good life” among rural adolescents. However, social comparison did not have significant correlation with rural respondents' evaluation of living standards.
|Publication status||Published - Jun 2007|
|Event||The 6th International Conference on Research in Advertising (ICORIA 2007) - Lisbon, Portugal|
Duration: 29 Jun 2007 → 30 Jun 2007
|Conference||The 6th International Conference on Research in Advertising (ICORIA 2007)|
|Period||29/06/07 → 30/06/07|