On Advertising Appeals And Cultural Values In Chinese And American Clothing Brand Promotion

It has been a hot controversy among researchers that whether advertising culture tends to be standardized or diversified with economic globalization,although it has been widely acknowledged that advertising highly reflects culture including language,advertising appeals,or cultural dimensions.Chinese advertising industry now holds a leading position in the world after having been in WTO for 15 years,having introduced market economy for nearly 25 years and having opened door to the world for over 35 years.Therefore,the aim of this study is to investigate whether Chinese advertising culture has been standardized under the influence of globalization through exploring the advertising appeals and cultural values manifested respectively in Chinese clothing brand promotion and American clothing brand promotion.This research probes into the following questions:1.What are the most frequently adopted advertising appeals respectively in Chinese and American clothing brand promotions?2.What are the main cultural values reflected respectively by Chinese and American clothing brand promotions?3.What are the similarities and differences in advertising appeals and cultural values in Chinese and American clothing brand promotions?4.What are the potential factors for the differences? Has Chinese clothing brand promotion been standardized?Data classifications are on the basis of Appeal System by Pollay,Cheng,et al.and cultural dimensions by Hofstede.Major findings are:1.Chinese advertisers prefer Vain,Productivity,Morality,Enjoyment,Ornamental and Status advertising appeals;American advertisers prefer Effectiveness,Ornamental,Vain,Quality,Technology and Adventure appeals.2.High Power Distance,Collectivism,and High Uncertainty Avoidance values are the main cultural values reflected by Chinese advertising;While Masculinity,Low Uncertainty Avoidance and Individualism are mainly reflected by American advertising.3.Obvious contrasts are found in Individualism and Collectivism values,Masculinity and Femininity,High and Low Power Distance,and High and Low Uncertainty Avoidance.4.No obvious standardization due to globalization has been found in Chinese advertising culture.