Degree Name
MA (Master of Arts)
Program
Communication, Professional
Date of Award
5-2009
Committee Chair or Co-Chairs
Stephen W. Marshall
Committee Members
Beichen Liang, James J. Mooney
Abstract
Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
Document Type
Thesis - unrestricted
Recommended Citation
Lin, Yi, "Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements." (2009). Electronic Theses and Dissertations. Paper 1809. https://dc.etsu.edu/etd/1809
Copyright
Copyright by the authors.