Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
","abstract_html":"<p>Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.</p>","abstract_has_math":false,"creators":["Lin, Yi"],"institution":null,"degree_name":"MA (Master of Arts)","degree_level":"Thesis - unrestricted","degree_discipline":"Communication, Professional","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2009,"date_issued":"2009-05-09T07:00:00Z","date_published":"2009-05-09T07:00:00Z","updated_at":"2026-07-24T02:20:55Z","subjects":["China","U.S.","Advertising Appeals","Cultural Values","Womens Fashion Magazines.","Communication","Critical and Cultural Studies","Public Relations and Advertising","Social and Behavioral Sciences"],"languages":[],"rights":["Copyright by the authors."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dc.etsu.edu/etd/1809","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Lin, Yi"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.issued","label":"Date","values":["2009-05-09T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication, Professional"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - unrestricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MA (Master of Arts)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["China","U.S.","Advertising Appeals","Cultural Values","Womens Fashion Magazines.","Communication","Critical and Cultural Studies","Public Relations and Advertising","Social and Behavioral Sciences"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright by the authors."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dc.etsu.edu/context/etd/article/3161/viewcontent/LinYi042209f.pdf","https://dc.etsu.edu/etd/1809"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
"]},{"key":"dc:title","label":"Title","values":["Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements."]}]}],"canonical_facts":{"dc:creator":["Lin, Yi"],"dc:date.issued":["2009-05-09T07:00:00Z"],"dc:description.abstract":["Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
"],"dc:identifier":["https://dc.etsu.edu/context/etd/article/3161/viewcontent/LinYi042209f.pdf","https://dc.etsu.edu/etd/1809"],"dc:rights":["Copyright by the authors."],"dc:subject":["China","U.S.","Advertising Appeals","Cultural Values","Womens Fashion Magazines.","Communication","Critical and Cultural Studies","Public Relations and Advertising","Social and Behavioral Sciences"],"dc:title":["Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements."],"thesis:degree_discipline":["Communication, Professional"],"thesis:degree_level":["Thesis - unrestricted"],"thesis:degree_name":["MA (Master of Arts)"]},"updated_at":"2026-07-24T02:20:55Z"}