A content analysis of the newspaper advertisements westernization in China

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.

Keywords

advertisement westernization, advertising appeal, content analysis