Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials


The authors analyzed commercials (N = 496) shown on three Chinese TV stations in the summer of 2000 to uncover the dominant value themes and identified 13 value themes as applicable in the current sample. This study found that the most dominant value themes in the Chinese commercials were product quality/effectiveness, family, modernity, beauty/youth, and… (More)


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