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- Title
A content analysis of the newspaper advertisements westernization in China.
- Authors
Li, Dongjin; An, Shenghui; Yang, Hua
- Abstract
The purpose of this study is, by means of studying the changes in Chinese advertisements’ contents and forms over a decade, to evaluate the advertising westernization in China and to provide suggestions for Chinese companies in selecting proper advertising strategies. If relatively typical Western cultural characteristics are presented in Chinese advertisements, it indicates that the cultural distance between East and West is reduced, and standardization strategies may be a better choice for foreign enterprises. Otherwise, they should adopt specialization or combined strategies.
- Publication
Frontiers of Business Research in China, 2007, Vol 1, Issue 4, p558
- ISSN
1673-7326
- Publication type
Article
- DOI
10.1007/s11782-007-0032-x