Advertising and Chinese society : impacts and issues / edited by Hong Cheng, Kara Chan.

Format:

Book

Contributor:

Chan, Kara K. W.

Cheng, Hong.

Language:

English

Subjects (All):

Advertising--Social aspects--China.

Advertising.

Advertising--China.

Physical Description:

1 online resource (315 pages)

Edition:

1st ed.

Place of Publication:

[Frederiksberg, Denmark] : Copenhagen Business School Press ; Portland, OR : Distribution, International Specialized Book Services, 2009.

Contents:

Front Matter

Front Cover

Title Page

Copyright Page

Contents

Preface

References

Chapter 1. Advertising and Chinese Society: An Overview

A Brief Profile of China

History

People

Government

Economy

A Brief Profile of Advertising in China

Yesterday and Today

Advertising Media

Advertising Industry Structure

Advertising Control

Chinese Consumers and Consumer Markets

Changes in Consumer Behavior

Increasing Brand Choices

Changes in Cultural Values

Conclusion

Chapter 2. Advertising and Rising Consumerism in China

Greater China

Rising Economic Development

Rise of the Middle Class

Rising Youth Market

Rising Nationalism: Local vs. Global

Share of Mind

Culture is Everything: Localization of Campaigns

Rising Consumer Awareness

Understanding Local Culture Is Key to Success in China

The Rise of Women as Big Spenders

Advertising Agencies in China

Mainland Chinese Shoppers Help with Hong Kong Economy

Chapter 3. Chinese Consumers' Attitudes Toward Advertising

Introduction

Consumer Attitudes and Advertising

Attitudes Toward Advertising in General

Chinese Consumers' Attitudes Toward Advertising

General Information of Advertising Exposure in China

Chinese Young Consumers' Attitudes Toward Advertising

Conclusions

(7

Acknowledgment

Chapter 4. Cultural Values Reflected in Chinese Advertisements: A Critical Analysis

The Case of China

Culture

Values

Cultural Values

Chinese Culture and Values

Modernity

Cultural Values in Chinese Advertising

Summary and Conclusions

Chapter 5. Consumer Reactions to Global and Local Advertising Appeals in China

Theoretical Considerations.

Advertising with Global vs. Local Appeals

Data Collection and Analysis

Global Appeals Are fiReadfl as Signsor Beauty, Status, and Cosmopolitanism

Local Appeals Are fiReadfl as oking Chinese Cultural Values or Nationalistic feelings

Discussion and Conclusion

Interpretations and Implications

Appendix: Research Method

Advertisements

Informants

Procedures

Analysis

Chapter 6. Advertising Law and Regulation in China

The Ideological front of Chinese Advertising Regulation

The Administrative front of Chinese Advertising Regulation

The Legislative front of Chinese Advertising Regulation

Regulation on Advertising for Medical Products and Services

Regulation on Tobacco Advertising

Regulation on Alcohol Advertising

Regulation on Advertising for food

Regulation on Advertising for Cosmetics

Regulation on Advertising for Real Estate

Regulation on Advertising Media

Regulation on Children's Advertising

Acknowledgement

Chapter 7. Confucianism, Trustworthiness, and Sex Appeal in Chinese Advertisements

Sex Appeal and Advertising

Spokesperson's Trustworthiness

Sex, Confucianism, and Sex Appeal in Chinese Advertisements

Methodology

Data Collection

Analyses and findings

Chapter 8. Consumers' Response to Offensive Advertising in China

Defining Offensive Advertising

Chinese Culture and Social Relationships

A Model on Social Relationships and Offensive Advertising

Value Orientations

Perceptions

Negative Perceptions

Value Orientations and Perceptions

Perceptions, Discuss Intention, and Purchase Intention

Chapter 9. Symbolic Meanings of Advertisements in China

Introduction.

Undressing the Symbolic Meanings in an Ad

Analyzing Social Relationships in Advertisements

The Surface Message of the Ad

The Advertiser's Intended Meaning

The Symbolic Meaning of the Ad

The Social Meanings of the Ad

Chapter 10. Public Service Advertising in China: A Semiotic Analysis

Public Service Advertising and Social Marketing

Public Service Advertising in China

Chinese PSA's Characteristics

PSA's functions in China

Case Studies: A Semiotic Analysis of Chinese PSAs

The foreign Nail vs. Chinese-Made Rocket PSA

The School Desk PSA

Chapter 11. Model Images and Gender Representations in Chinese Advertisements

Gender Images in International Advertising: Related Studies

Gender Images in Ads in Shishang Cosmopolitan and Shishang

Cosmopolitan and Shishang Esquire

Model Images in Shishang Cosmopolitan vs. U.S. Cosmopolitan and Shishang Esquire vs. U.S. Esquire

Model Images in Shishang Cosmopolitan vs. Shishang Esquire

Chapter 12. New Media Advertising and Its Social Impact in China

Purpose of Study

Literature Review, Research Questions and Hypotheses

Method

Findings

Conclusions and Discussion

Chapter 13. Advertising and Children in China

Cognitive Development and Children's Understanding of Television Advertising

A Study That Measures Chinese Children's Understanding of Television Advertising

Children's Attention to Television Commercials

Children's Liking of Television Commercials

Children's Liking of Different Types of Commercials.

Children's Response Toward Their favorite Commercials and Most Disliked Commercials

Children's Perceived Truthfulness of Television Commercials

Children's Perception of Advertised and Non-advertised Brands

Chapter 14. Advertising and Adolescents in China

Developmental Changes of Adolescents

Chinese Culture and Adolescents

Television Programming in China

A Study of Youth Materialism in Urban China

Materialism by Age Group

Insecurity and Communication

Exposure to Materialistic Models and Values

Testing the Model

Acknowledgements

Appendix

Notes on Contributors

Subject Index.

Notes:

Includes bibliographical references and index.

ISBN:

9788763009995

87-630-9995-0

OCLC:

704417412