Cultural Values Reflected in Chinese and American Television Advertising
研究了中美电视广告中反映的文化价值观，发现中国传统价值观相对稳定，但年轻化/现代性诉求在中美广告中同样突出，暗示西方化和现代化趋势。
Abstract This study examines cultural values as reflected in U.S. and Chinese advertising appeals. The findings support most of the hypotheses, indicating that the portrayal of traditional Chinese cultural values remains relatively stable. However, subtle changes in cultural values and advertising strategies are visible. In particular, the youth / modernity appeal that reflects the westernization, as well as the modernization, trend in China seems as prominently displayed in Chinese commercials as in the U.S. commercials. Implications for standardization versus specialization advertising strategies are also explored.