| This study intends to explore the similarities and differences of cultural values manifested in Chinese and American auto advertisements through analyzing the advertising appeals demonstrated in them and ways in which advertisements are influenced by cultural values in China and the US. It is believed that the analysis and comparison of the Chinese and American cultural values is helpful in breaking cultural barriers of economic activities between the two countries and enhancing mutual understanding. It will make the economic exchange and bilateral trade between China and the US smoother and less obstructed.Geert Hofstede's cultural value dimensions and a combination of Pollay's and Cheng & Schweitzer's advertising appeal systems are employed as theoretical frameworks in this study. A total of 120 advertisements and 60 from each country are collected from the Internet for analysis. Each advertisement is coded according to the appeal system and all data are run by the software SPSS to test the frequency of each appeal appeared in advertisements and the significance of between-country differences.The study has found that Technology, Effectiveness, Modernity, Beauty and Enjoyment are appeals that dominate auto advertisements regardless of country origins. Seven appeals such as Family, Social Status, Affiliation are more frequently used in Chinese auto ads while five appeals such as Uniqueness, Adventure and Competition are more frequently used in American auto ads. By assigning advertising appeals to Hofstede's cultural dimensions, it is found that American advertisements score high in the use of appeals assigned to Individualism, Low Uncertainty Avoidance and Masculinity while Chinese advertisements score high in the use of appeals assigned to Collectivism and High Power Distance. In general, the application preferences of advertising appeals in Chinese and American auto advertisements are consistent with the cultural value orientations of China and the US. |
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