Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements.

<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>

Name thesis:degree_name

MA (Master of Arts)

Level thesis:degree_level

Thesis - unrestricted

Discipline thesis:degree_discipline

Communication, Professional

Year dc:date.issued

2009

Author dc:creator

• Lin, Yi

• China
• U.S.
• Advertising Appeals
• Cultural Values
• Womens Fashion Magazines.
• Communication
• Critical and Cultural Studies
• Public Relations and Advertising
• Social and Behavioral Sciences

Statement dc:rights

• Copyright by the authors.

Repository record dc:identifier

https://dc.etsu.edu/etd/1809

OAI identifier oai:identifier

oai:dc.etsu.edu:etd-3161