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- Title
For Love or Money: A Longitudinal Content Analysis of Chinese Personal Advertisements, 1984-1995.
- Authors
Nan Zhou; Yau, Oliver H. M.; Liqiong Lin
- Abstract
This study gives an account of attributes used by singles to describe themselves and ideal prospective marriage partners in personal ads in Chinese consumer magazines. A content analysis of 3790 such ads published from 1984 to 1995 indicates that Chinese personal ads have much in common with their Western counterparts in that they generally evince the ‘mating gradient*#x2019;. At the same time, they reflect certain values and practices deeply ingrained in Chinese culture including ‘heightism’. Longitudinally, while the emphasis on ‘money’ attributes was persistent, the ‘love’ attribute, emotional attractiveness, showed a significant proportional increase for both self-description and partner description in the ads.
- Subjects
ADVERTISING; ADVERTISING campaigns; COMMUNICATION in marketing; INDUSTRIAL publicity; PERIODICALS; RETAIL industry
- Publication
Journal of Current Issues & Research in Advertising (CTC Press), 1997, Vol 19, Issue 2, p65
- ISSN
1064-1734
- Publication type
Article
- DOI
10.1080/10641734.1997.10524438