Max  9622615 Sylvia 9622618 Prof. Patricia Su 2009/1/8 Cultural Studies - final presentation
Cultural Values Reflected in Chinese & American  Television Advertisement
<ul><li>Introduction </li></ul>
<ul><li>The main components of a culture are the culture’s values, along with its beliefs and customs (Schiffman & Kanuk, ...
<ul><li>This “enduring belief” provides a broad framework for what is the culturally acceptable way of behaving in certain...
<ul><li>The purpose of the study   </li></ul><ul><li>1.  To examine the role of culture in advertising contents.  </li></u...
<ul><li>Literature Review </li></ul>
Comparing Chinese and  American Cultures <ul><li>Pan and colleagues (1994) summarized the six major differences between th...
<ul><li>1. U.S. culture emphasizes &quot;active mastery&quot; in the person-nature relationship, whereas traditional Chine...
<ul><li>2. U.S. culture tends to be concerned with external experiences and the world of things, whereas traditional Chine...
<ul><li>3. U.S. culture is characterized by an open view of the world, emphasizing change and movement, whereas traditiona...
<ul><li>4. U.S. culture places primary faith in rationalism and is oriented toward the future, whereas traditional Chinese...
<ul><li>5. U.S. culture emphasizes horizontal dimensions of interpersonal relationships, whereas traditional Chinese cultu...
Cultural Values and Advertising <ul><li>Early studies by Singh and Huang (1962) demonstrate that U.S. print media advertis...
<ul><li>Methodology </li></ul>
Research Questions   <ul><li>What are the differences in the cultural value between Chinese and American commercials? </li...
Research Design <ul><li>Two participants </li></ul><ul><li>Qualitative research method </li></ul><ul><li>Semi-structured i...
<ul><li>Results </li></ul>
Findings & Discussion <ul><li>soft-sell appeal </li></ul><ul><li>veneration elderly/  </li></ul><ul><li>tradition appeal <...
<ul><li>the use of cultural values or commercial appeals was significantly different between the Chinese and the U.S. samp...
<ul><li>Chinese advertisers tend to base their marketing strategy on creating liking of the product, through image and emo...
<ul><li>Chinese commercials still employ group consensus appeals more than U.S. commercials do.  </li></ul><ul><li>the Uni...
<ul><li>In U.S. society, identity is conceived of as individualized; Americans are generally &quot;I-conscious&quot; peopl...
<ul><li>Conclusion </li></ul>
<ul><li>Localization versus Globalization  </li></ul><ul><li>savvy marketers should know how best to add a sufficient amou...
<ul><li>Insofar as Cheng's (1994) study reflects an early stage of capitalism experimentation, Chinese advertising strateg...
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(文化研究 第6組)Cultural Values Reflected In C&A Commercials

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(文化研究 第6組)Cultural Values Reflected In C&A Commercials

  1. 1. Max 9622615 Sylvia 9622618 Prof. Patricia Su 2009/1/8 Cultural Studies - final presentation
  2. 2. Cultural Values Reflected in Chinese & American Television Advertisement
  3. 3. <ul><li>Introduction </li></ul>
  4. 4. <ul><li>The main components of a culture are the culture’s values, along with its beliefs and customs (Schiffman & Kanuk, 2000). </li></ul><ul><li>In the cross-cultural research literature the definition of the term “value” is “an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to alternate modes of conduct or end-state of existence.” </li></ul>
  5. 5. <ul><li>This “enduring belief” provides a broad framework for what is the culturally acceptable way of behaving in certain given situations. Values also act as motivators for action, lifestyle-building, and, what is very important for advertisers, product choices. </li></ul>
  6. 6. <ul><li>The purpose of the study </li></ul><ul><li>1. To examine the role of culture in advertising contents. </li></ul><ul><li>2. To provide an understanding of how differences in cultural values between Chinese and American could be reflected in the advertising content in these two countries. </li></ul>
  7. 7. <ul><li>Literature Review </li></ul>
  8. 8. Comparing Chinese and American Cultures <ul><li>Pan and colleagues (1994) summarized the six major differences between the cultural systems of China and the United States : </li></ul>
  9. 9. <ul><li>1. U.S. culture emphasizes &quot;active mastery&quot; in the person-nature relationship, whereas traditional Chinese culture emphasizes &quot;passive acceptance&quot; of fate by seeking harmony with nature. </li></ul>
  10. 10. <ul><li>2. U.S. culture tends to be concerned with external experiences and the world of things, whereas traditional Chinese culture emphasizes inner experiences of meaning and feeling. </li></ul>
  11. 11. <ul><li>3. U.S. culture is characterized by an open view of the world, emphasizing change and movement, whereas traditional Chinese culture is typified by a closed world view, prizing stability and harmony. </li></ul>
  12. 12. <ul><li>4. U.S. culture places primary faith in rationalism and is oriented toward the future, whereas traditional Chinese culture rests on kinship ties and tradition with a historical orientation. </li></ul>
  13. 13. <ul><li>5. U.S. culture emphasizes horizontal dimensions of interpersonal relationships, whereas traditional Chinese culture places more weight on vertical interpersonal relationships. </li></ul><ul><li>6. U.S. culture values the individual personality, whereas traditional Chinese culture weights heavily a person's duties to family, clan, and state. </li></ul>
  14. 14. Cultural Values and Advertising <ul><li>Early studies by Singh and Huang (1962) demonstrate that U.S. print media advertisements are not effective in India, because their appeals run counter to indigenous cultural values. </li></ul><ul><li>Unwin (1973) finds that U.S. and international students' responses to advertising are largely influenced by their cultural backgrounds. </li></ul>
  15. 15. <ul><li>Methodology </li></ul>
  16. 16. Research Questions <ul><li>What are the differences in the cultural value between Chinese and American commercials? </li></ul><ul><li>Do the cultural values reflect in the advertisement content in these two countries (Taiwan and American)? </li></ul>
  17. 17. Research Design <ul><li>Two participants </li></ul><ul><li>Qualitative research method </li></ul><ul><li>Semi-structured interview </li></ul><ul><li>Close-end questions and open-end questions </li></ul><ul><li>Interview questions (Table 3-1) </li></ul>
  18. 18. <ul><li>Results </li></ul>
  19. 19. Findings & Discussion <ul><li>soft-sell appeal </li></ul><ul><li>veneration elderly/ </li></ul><ul><li>tradition appeal </li></ul><ul><li>group consensus </li></ul><ul><li>hard-sell appeal </li></ul><ul><li>individual/ </li></ul><ul><li>independence appeals </li></ul>Taiwanese American
  20. 20. <ul><li>the use of cultural values or commercial appeals was significantly different between the Chinese and the U.S. samples. </li></ul><ul><li>hard-sell is traditional U.S.-style commercial appeals, in that U.S. advertisers tend to emphasize more facts about products and suggestions from credible authorities (e.g., experts or celebrities). </li></ul>
  21. 21. <ul><li>Chinese advertisers tend to base their marketing strategy on creating liking of the product, through image and emotional appeals without bombarding the consumers with the &quot;obligatory&quot; facts and proof. </li></ul><ul><li>Veneration for the elderly and tradition play an important role in Chinese ideology systems. </li></ul>
  22. 22. <ul><li>Chinese commercials still employ group consensus appeals more than U.S. commercials do. </li></ul><ul><li>the United States is a country where individualism resides at the core of its cultural values </li></ul>
  23. 23. <ul><li>In U.S. society, identity is conceived of as individualized; Americans are generally &quot;I-conscious&quot; people. </li></ul><ul><li>the findings reveal that the use of status appeal is not significantly different between the Chinese and U.S. commercials. </li></ul>
  24. 24. <ul><li>Conclusion </li></ul>
  25. 25. <ul><li>Localization versus Globalization </li></ul><ul><li>savvy marketers should know how best to add a sufficient amount of local flavor to the global appeals to capture international consumers. </li></ul>
  26. 26. <ul><li>Insofar as Cheng's (1994) study reflects an early stage of capitalism experimentation, Chinese advertising strategy at that point was strictly straightforward and used very little of any commonly known good or effective advertising targeting techniques. </li></ul>
  27. 27. Thank you !!
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