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Journal articles on the topic 'Western advertising in China'

Author: Grafiati

Published: 19 February 2023

Last updated: 20 February 2023

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1

GUNAWAN, ELIZABETH SUSANTI. "SEMIOTIC ANALYSIS OF ADAPTED ADVERTISING COMMUNICATION BETWEEN CHINA AND WESTERN PEPSI “RISING” GLOBAL ADVERTISING." Serat Rupa Journal of Design 1, no. 3 (January 19, 2018): 475. http://dx.doi.org/10.28932/srjd.v1i3.466.

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communication carried through the same advertising message is expected to help consumers easily recognize the brand anywhere. This strategy is also useful in reducing advertising cost because they don’t have to redesign new advertisements for different countries. Pepsi “Rising” TV Commercial was created by CLM BBDO Paris Agency as the Pepsi global advertising for Africa, Caribbean Sea, Central America, South America, Europe, Oceania, and Asia (India). The advertisements for other countries were only shortened and dubbed to make them fit with local languages. However, for the Chinese market, the agency changed the actor and some storyline attributes with those similar to the original ones. They used one global advertisement for many countries, but they deliberately changed it for the Chinese market. This study uses Roland Barthes’ semiotic to analyze the connotation level between the Pepsi global advertisement and the Chinese advertisement that have similar visuals and plot lines in the denotation level. This study aims to determine the elements that can change the message and ideology in the advertisement. The final results show significant differences among the advertisements that represent each unique cultural development. Keywords: adapted advertising; Chinese advertising; global advertising; individualism-collectivism; semiotic analysis

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Li, Shiying, Jialu Ye, Mark Blades, and Caroline Oates. "Foods shown on television in China." Chinese Sociological Dialogue 1, no. 2 (December 2016): 120–39. http://dx.doi.org/10.1177/2397200916686761.

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This study investigates advertising aimed at children and the food environment in children’s programs broadcast on the China Central Television network. The study documented how foods were shown in television advertisements and editorial content. Findings show that children were exposed to a large number of unhealthy food advertisements. In addition, the advertising appeals used in the television advertisements were similar to those used in Western countries. As part of the socialization process, the television advertisements may have a negative influence on children’s health in China.

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Zheng, Xin. "The Influence of the Difference between Chinese and Western Culture on Advertising Translation and Strategy." Theory and Practice in Language Studies 8, no. 3 (March 1, 2018): 331. http://dx.doi.org/10.17507/tpls.0803.09.

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Since China became a member of the WTO in 2001, more and more Chinese products have an opportunity to enter the international market, and begin to compete with foreign brands. Advertising as a means of mass media, it happens able to introduce the foreign goods to domestic consumers, and to promote the Chinese products to foreign consumers. In such a social background, the importance of advertising translation has become increasingly prominent. The paper tries to analyze the characteristics of advertising language and the influence of the difference between Chinese and western culture on advertising translation by organizing the successful and unsuccessful English and Chinese advertising translation corpus collected over the several years. It pointed out that the advertising translation not only achieves the purpose of language conversion, but also takes into account the influence of language and cultural differences. Finally, through the analysis of advertising language, exploring some effective translation methods and strategies, such as: literal translation, free translation, amplification, corresponding translation and creative translation, which can put forward reference and guidance on advertising translation so that the author can achieve the properly translation of advertising. Hope to assist advertising translators.

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Sun, Yi, Mi Zhang, and Lang Chen. "“Join the Army. Become the Power of China”." Review of Cognitive Linguistics 19, no. 1 (April 28, 2021): 142–71. http://dx.doi.org/10.1075/rcl.00079.sun.

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Abstract Military recruitment advertising, as a type of authoritative political video advertisement, demonstrates a country’s military culture. This paper will provide a brand-new perspective in researching Chinese military culture from the approach of multimodal metaphor. Currently, a multimodal analysis of military recruitment advertising in terms of short video clips does not exist, and most of the existing multimodal studies have focused on Western mainstream media, whereas media with Chinese characteristics have remained mostly untouched by research. With Forceville and Urios-Aparisi’s (2009) Multimodal Metaphor Theory (MMT) as a theoretical basis, and the newly-released recruitment advertising “The Power of China” as the research object, this paper utilizes the MIPVU and ELAN image tagging software to identify and analyze the multimodal metaphors in “The Power of China” under the framework of MMT.

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Yuchen, Zhu, Mao Jia, and Wang Xi. "Gender Representation in Chinese Tobacco Advertising." Tobacco Regulatory Science 7, no. 5 (September 30, 2021): 2687–700. http://dx.doi.org/10.18001/trs.7.5.1.39.

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The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.

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Apaolaza, A., P. Hartmann, J. He, J. M. Barrutia, and C. Echebarria. "Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?" South African Journal of Business Management 45, no. 3 (September 30, 2014): 45–55. http://dx.doi.org/10.4102/sajbm.v45i3.130.

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This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforiginperception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand’s perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.

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Li, Wenhua, and Jiaxin Xiao. "Advertising in pervasive computing age: Understanding the lifestyles of the new middle class in emerging markets." Journal of Intelligent & Fuzzy Systems 40, no. 4 (April 12, 2021): 8613–22. http://dx.doi.org/10.3233/jifs-189680.

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Computing and Artificial Intelligent technology has changed the ecosystem of advertising industry and social economy. Observations on social changes can help enterprises and advertisers better adapting to this pervasive computing age. This study aims to examine the lifestyles of the new urban middle class in emerging market and their attitudes towards advertising. We carried out an investigation in four Tier-1 cities in China and identified six comprehensive lifestyle factors: trendy and success-driven, “Western is best,” petty bourgeoisie lifestyle, money conscious, lifestyle of health and sustainability, and pragmatic struggling lifestyle; and further segmented new urban middle-class consumers into four groups: experiencers, strivers, trendy achievers, and pragmatists. The attitudes of four lifestyle segments towards advertising have been examined. The study provides precise user portraits of the growing middle-class consumers and intra-class differences in the emerging market.

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Geyer, Robert, and Fang Wang. "Antidepressant Advertising in China and the UK: The Strengths and Limits of Policy Learning." China Quarterly 239 (March 12, 2019): 752–74. http://dx.doi.org/10.1017/s0305741019000043.

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AbstractChina is expected to become one of the largest markets for prescription drugs in the world and pharmaceutical advertising is becoming increasingly important, particularly in the socially and culturally contested area of mental health. This article briefly explores the background of drug advertising policies in China and the UK and focuses on the distinctive challenges of antidepressant drug regulation. Then, using tools of critical discourse analysis, it examines Chinese antidepressant adverts, and compares them with relevant British adverts. The findings indicate that, relative to the UK, Chinese antidepressant adverts are generally oversimplified, and the critical information concerning the concepts of caution, danger and adverse effects are underrepresented. However, there are many interdependent factors that contribute to the distinctive Chinese antidepressant drug regulatory regime. Hence, Chinese policymakers must maintain a delicate balance between learning from Western regulatory regimes, but also avoiding borrowing too heavily from them.

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Guo, Lijun, and Jiaqi Xu. "Gerontolinguistics in China: Origin, Development, Prospects." Nauchnyi dialog 11, no. 9 (November 30, 2022): 68–87. http://dx.doi.org/10.24224/2227-1295-2022-11-9-68-87.

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The question of the formation of gerontolinguistics in China as a relatively new scientific branch for the country is considered. The relevance of the study is due to the high growth rate of the elderly Chinese population. The authors of the article offer an overview of gerontolinguistic works in China, selected on the basis of an analysis of journal articles, monographic studies, dissertations placed in Chinese libraries. It is noted that gerontolinguistics in China began its formation only in the 21st century, while in Western science the problems of working with the elderly began to be intensively studied in the second half of the 20th century. It is argued that Chinese gerontolinguistics is based on the traditions of Western science, taking into account Chinese realities. An overview of the works of Chinese scientists on gerontolinguistics is given, from 2003 to the present. It is shown that during this period, multimodal studies of the language and speech of various geront groups, including people suffering from Alzheimer’s disease, are especially actively carried out. The tasks that gerontological research solves are described, including the prevention and treatment of Alzheimer’s disease, improving the quality of life of older people, and identifying their preferences in the sociocultural sphere, for example, advertising. To solve these problems, the possibilities of artificial intelligence are actively used.

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Sinclair, John. "Advertising and Media in Asia: Setting Some Context." Media International Australia 133, no. 1 (November 2009): 68–74. http://dx.doi.org/10.1177/1329878x0913300111.

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From the point of view of the critical study of the advertising industry, Asia has never been more interesting. Until the 1980s and 1990s respectively, Western-based advertising agencies were very much excluded from the largest markets, China and India. Now these countries are both undergoing rapid economic growth, and seeing the emergence of new categories of consumers — not only the much-vaunted ‘middle class’. Yet, for all the exceptional rates of growth in advertising expenditure being recorded, and the breathless rhetoric of the trade press, the impact the global advertisers and their agencies have upon Asia needs to be put into perspective. For instance, although the use of the internet and other new media is rapidly gaining ground, television still dominates, because that is the medium favoured by the biggest-spending advertisers in these countries. Ultimately, Asia is defined more by its geographical unity than anything else, for in most relevant aspects its diversity is arguably greater than that of any other world region, and this is reflected in the collection of articles presented here.

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Cheng, Hong, and Katherine Toland Frith. "Going Global: An Analysis of Global Women's Magazine ADS in China." Media International Australia 119, no. 1 (May 2006): 138–51. http://dx.doi.org/10.1177/1329878x0611900113.

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Over the past few decades, some women's magazines have rapidly spread as a global medium. While previous researchers have noted that women's magazines act as agents of socialisation, perpetuating certain gender stereotypes and institutionalising certain gender conventions, there has been little research on how this global medium portrays women of various races. Combining content and semiotic analyses, this article is an examination of the context and content of ads that have appeared in the Chinese versions of global women's magazines. The study focused on Elle, Cosmopolitan, Marie Claire and Harper's Bazaar, all global titles currently marketed in the Chinese mainland. Findings suggest that women of different races tend to be stereotyped in different ways in these magazines, and that Western models are presented in significantly different ways from Asian models. The impact of globalisation on these differences and the implications of the findings for global advertising are discussed.

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12

Чжуан, Чжихань, and М. Е. Балашов. "The stylistic evolution of Chinese industrial graphics in the development of modern artistic logo design in the Republican period (1912-1949)." Вестник Адыгейского государственного университета, серия «Филология и искусствоведение», no. 3(302) (January 24, 2023): 172–79. http://dx.doi.org/10.53598/2410-3489-2022-3-302-172-179.

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В статье анализируются стили дизайна логотипов периода Китайской Республики (1912-1949 гг.). Выделяются пять распространенных стилей логотипов того времени и выбираются репрезентативные для ознакомления. Обобщается, как формировались стили логотипов благодаря сочетанию политических, экономических и эстетических факторов того времени. Республиканский периодбыл важным периодом в экономическом развитии Китая. Западные компании пришли на китайский рынок, принеся с собой новые бизнес-модели, а перед национальными предприятиями встали новые задачи по вступлению в новый период развития. В этот период в связи с коммерческим бумом также сформировался дизайн торговых марок и рекламы. Работы этого периода включают в себя объявления и плакаты на досках с характерными чертами того времени, а также товарные знаки, рекламу и дизайн упаковки с сочетанием западного и традиционного китайского стилей. Изменения в стиле отражают эволюцию современных китайских концепций графического дизайна The article analyzes the design styles of logos of the period of the Republic of China (1912-1949). Five common logo styles of that time are highlighted, and the representative ones are selected for familiarization. The article summarizes, how logo styles were shaped by a combination of political, economic and aesthetic factors at the time.The Republican period was an important period in China's economic development. Western companies entered the Chinese market, bringing with them new business models, and national enterprises faced new challenges to enter into a new period of development. During this period, brand and advertising design also took shape due to the commercial boom. Works of this period include advertisements and posters on monthly boards with the characteristic features of the time as well as trademarks, advertising and packaging design with a combination of Western and traditional Chinese styles. The changes in style reflect the evolution of contemporary Chinese graphic design concepts

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Shabalina, O. I., M. R. Contreras, and L. Feng. "Perception of Visual Stimuli: Specifics of Eye Movements by Representatives of Different Cultures." Cultural-Historical Psychology 14, no. 2 (2018): 66–76. http://dx.doi.org/10.17759/chp.2018140207.

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The present research explores the impact of native language on perception patterns of monolingual students from China, Russia, Mexico, the USA, and bilingual students from India. The research findings, obtained with verbal protocols, demonstrate statistically significant differences in the way representatives of different cultures perceive information and prove the hypothesis according to which the principles of sentence organization in native languages determine the focus of perception and gaze direction in individuals. In particular, with a = 0.01, 0.05 and 0.005 American students are focused on the object and demonstrate linear gaze direction, whereas Russian, Chinese, Mexican, and Indian students are focused on the field and demonstrate chaotic, unstructured gaze direction. Differences in perception patterns explain the co-existence of local and Western approaches to advertisement layout design in national and multicultural markets around the world, which makes them all in all an important issue for consideration in global advertising.

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Abbasov, Iftikhar Balakishi, and Tszin'bo Van'. "Design of space for a kite festival." Культура и искусство, no. 1 (January 2020): 81–91. http://dx.doi.org/10.7256/2454-0625.2020.1.30362.

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The object of this research is kite festival in the Chinese city Weifang in Shandong province. The subject is the impact of graphic support of the kite festival upon heightening interest in the folk culture. The development of a new design concept of hosting a festival would increase its attractiveness and popularize traditions of the Chinese folk crafts. Having originated in China, the kites rapidly spread among the neighboring countries of Southeast Asia, and later appeared in Western countries. Kite festivals were used extensively – from entertainment events to translation of information, and even military purposes. The goal of this work consists in identification of peculiarities of the Chinese traditional folk art with regards to hosting public cultural events on the examples of the International Kite Festival in Weifang. The authors analyze the specificities of logos and event posters of the hosted festivals, and propose the criteria for the analysis of advertising and graphic information. The new design ad graphic support of festivals alongside the recommendations on arranging space for the festival are developed. The research results, designed tools and new concept of graphic support for holding a kite festival in Weifang would help to popularize Chinese cultural traditions and increase its tourism attractiveness.

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G. Fowler, Jie, Timothy H. Reisenwitz, and Aubrey R. Fowler. "Fashion globally." Qualitative Market Research: An International Journal 17, no. 3 (June 3, 2014): 172–91. http://dx.doi.org/10.1108/qmr-04-2013-0022.

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Purpose – The aim of this study is to focus on consumers’ responses towards visual fashion ideal in hybrid magazine advertisements from a cross-cultural and generational perspective. Design/methodology/approach – This exploratory qualitative focus group study showed a set of validated advertisements to 64 female participants. Half of the sample was from the USA, the other half was from China. To examine generational differences, the interviewees were split by age in each group: half of the participants were between 18 and 34, and half were between the age of 45 and 65 years. Findings – Both Chinese and American target audiences viewed the trendy advertisements with an aspirational eye in which the advertisement was interpreted as representing an ideal self to which they aspired, one that they wanted to achieve but, for some reason(s), were not capable of achieving at the time. However, the degree of aspiration varied for Chinese and American audiences. Research limitations/implications – Because of the chosen research approach, the research results may lack generalizability. Therefore, future research may use survey and experimental research approaches. Practical implications – International marketers may need to design advertisements with more “realistic” imagery, while keeping the idealized Western style in Chinese advertising. Advertisers should also be cognizant of intergenerational influences in the Chinese market; many young Chinese women still rely on their mothers regarding fashion purchase decisions. Originality/value – This paper fills a need to understand both the similarities and the differences in marketing communications across cultures.

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Ho, Suk-ching, and Yat-ming Sin. "Advertising in China." International Journal of Advertising 5, no. 4 (January 1986): 307–16. http://dx.doi.org/10.1080/02650487.1986.11106983.

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Karamullaoglu, Nazife, and Ozlem Sandikci. "Western influences in Turkish advertising." Journal of Historical Research in Marketing 12, no. 1 (July 13, 2019): 127–50. http://dx.doi.org/10.1108/jhrm-10-2018-0050.

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Purpose This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements. Design/methodology/approach Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set. Findings The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children. Originality/value This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.

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Erevelles, Sunil, Fred Morgan, Ilkim Buke, and Rachel Nguyen. "Advertising Strategy in China." Journal of International Consumer Marketing 15, no. 1 (July 31, 2002): 91–123. http://dx.doi.org/10.1300/j046v15n01_06.

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Prendergast, Gerard, and Yi-Zheng Shi. "Exploring Advertising Client-Advertising Agency Relationships in China." Journal of International Consumer Marketing 12, no. 1 (December 1999): 21–38. http://dx.doi.org/10.1300/j046v12n01_03.

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Zhou, Dongsheng, Weijiong Zhang, and Ilan Vertinsky. "Advertising Trends in Urban China." Journal of Advertising Research 42, no. 3 (May 2002): 73–81. http://dx.doi.org/10.2501/jar-42-3-73-81.

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Cheng, Hong, and T. Frith Katherine. "Foreign Advertising Agencies in China." Media Asia 23, no. 1 (January 1996): 34–41. http://dx.doi.org/10.1080/01296612.1996.11726489.

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Swanson, Lauren A., and Wang Sheng Shi. "China myths and advertising agencies." International Journal of Advertising 16, no. 4 (January 1997): 276–83. http://dx.doi.org/10.1080/02650487.1997.11104696.

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Chan, Kara K. W. "Illegal pharmaceutical advertising in China." Gazette (Leiden, Netherlands) 56, no. 1 (August 1996): 73–79. http://dx.doi.org/10.1177/001654929605600105.

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Prendergast, Gerard, and Yi-Zheng Shi. "Client perceptions of advertising and advertising agencies: a China study." Journal of Marketing Communications 7, no. 2 (January 2001): 47–63. http://dx.doi.org/10.1080/13527260122863.

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Prendergast, Gerard, and Yi-Zheng Shi. "Client perceptions of advertising and advertising agencies: a China study." Journal of Marketing Communications 7, no. 2 (June 1, 2001): 47–63. http://dx.doi.org/10.1080/135272601750255153.

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Gong, Wen, and Lynda Maddox. "Measuring Web Advertising Effectiveness in China." Journal of Advertising Research 43, no. 1 (March 2003): 34–49. http://dx.doi.org/10.2501/jar-43-1-34-49.

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Barnes, Bradley R., Noel Y. M. Siu, Qionglei Yu, and Sally S. Y. Chan. "Exploring cosmetics advertising in southern China." International Journal of Advertising 28, no. 2 (January 2009): 369–93. http://dx.doi.org/10.2501/s0265048709200606.

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Lu, Yan. "Advertising to Children in China (review)." China Review International 11, no. 1 (2004): 41–44. http://dx.doi.org/10.1353/cri.2005.0026.

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Prendergast, Gerard, Wah-Leung Cheung, and Douglas West. "Antecedents to Advertising Avoidance in China." Journal of Current Issues & Research in Advertising 32, no. 2 (September 2010): 87–100. http://dx.doi.org/10.1080/10641734.2010.10505287.

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Stewart, Sally, and Nigel Campbell. "Advertising in China and Hong Kong." International Journal of Advertising 7, no. 2 (January 1988): 149–54. http://dx.doi.org/10.1080/02650487.1988.11107053.

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Xu, Kaibin. "Advertising and Consumer Culture in China." Chinese Journal of Communication 10, no. 3 (July 3, 2017): 329–32. http://dx.doi.org/10.1080/17544750.2017.1358935.

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Swanson, Lauren A. "Advertising in China: Viability and Structure." European Journal of Marketing 24, no. 10 (October 1990): 19–31. http://dx.doi.org/10.1108/03090569010140679.

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Ho, Suk-ching, and Chi-fai Chan. "Advertising in China—Problems and Prospects." International Journal of Advertising 8, no. 1 (January 1989): 79–87. http://dx.doi.org/10.1080/02650487.1989.11107089.

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Jingyan, Liu, and Huang Liwen. "Mobile Advertising Optimization Strategy Based on SICAS Model in China." International Journal of Business and Management 13, no. 11 (October 12, 2018): 169. http://dx.doi.org/10.5539/ijbm.v13n11p169.

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Mobile Internet changes consumer behavior, which also changes marketing. Mobile advertising is an important part of mobile marketing. This paper aims to describes consumer behavior in the mobile internet and provides guidance for mobile advertising. This paper applies inductive and deductive method to analyze mobile advertising’s role in the consumption process based on SICAS model, and then put forward the optimization strategy. Mobile advertising starts with acquiring consumers for products and services, obtains consumer demand through online senses; and realizes interactive connection with consumers to provide the valuable solutions; recommends the brands to meet consumer demands and form the flow from online to offline; feedback online through social sharing after using mobile payment to complete the transaction, to form a complete closed-loop mobile business. Mobile advertising can be be optimized in advertising delivery, advertising content and advertising communication. The precise delivery is achieved through tagged consumer and programmatic purchase. Content advertising, as the core of mobile advertising, is influenced by location, creative experience and scene. Native advertising that content is advertising provides good consumer experience. Cross-screen communication and social communication increases the communication performance of mobile advertising. This paper contributes to the understanding and improvement of mobile advertising, and its findings provide the new thinking perspective for mobile advertising.

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Tai, Susan H. C. "Correlates of successful brand advertising in China." Asia Pacific Journal of Marketing and Logistics 19, no. 1 (January 16, 2007): 40–56. http://dx.doi.org/10.1108/13555850710720894.

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PurposeThis study aims to investigate the relationship between successful brand advertising campaigns in China and various factors such as message/creativity, media selection, market research, competition, market share, product uniqueness, and agency/client relationships.Design/methodology/approachThe data for the study were collected by mailing a questionnaire to 283 advertising agencies executives who were selected from the All‐Asia Ad Agency Guide. A total of 1,086 questionnaires were sent out and 163 were returned for a response rate of 15 per cent. Factor analysis was first used to identify various success factors, and ANOVA was used to compare the means of each factor related to the degree of success of the campaign. Correlation analysis was then used to examine the relationship between successful brand advertising campaign and various success factors.FindingsThe results of the ANOVA indicate that there are significant relationships between some items in each factor and the degree of success of an advertising campaign. Correlation analysis further reveals that message/creativity, media selection, market research, market share, and product uniqueness are significantly related to the success of brand advertising in China. No significant relationship is found between brand success and competition or agency/client relationship.Research limitations/implicationsThe respondents may have been biased about the extent to which their advertising campaigns are successful or how creative an advertisement should be. Their perceptions of successful or creative advertising could be very different, especially in relation to those questions that asked respondents to critique their own work. All of these affect the rigor of the study. Another limitation of the study is the low response rate. If the sample size had been large enough, comparisons could have been made concerning the correlates of successful brand advertising across different regions in China.Originality/valueIn addition to providing researchers with further understanding of brand advertising in China, this study provides some insights about the ways in which multinational advertising managers contribute to successful brand advertising.

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Wang, Meiling, and Liming Deng. "Exploring Generic Features in China-Africa Corporate Advertising: A Critical Genre Analysis." Chinese Journal of Applied Linguistics 45, no. 3 (August 1, 2022): 462–83. http://dx.doi.org/10.1515/cjal-2022-0311.

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Abstract China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation. Drawing on Bhatia’s Critical Genre Analysis (2017), this study explores the text-internal and text-external generic features of China-Africa corporate advertising by analyzing 50 collected samples. The analysis of text-internal prominence shows that China-Africa corporate advertising is unique in its frequent use of win-win-oriented and sector-dependent technical lexicons to indicate the promotional intent. It is also found that move structures vary across different sub-types of China-Africa corporate advertising. Text-externally, the findings reveal a mixture of different discourses within the discursive space of China-Africa corporate advertising. In addition, the results suggest that Chinese companies invest more rhetorical efforts in enhancing the China-Africa community than African counterparts who tend to perceive China-Africa cooperation as the main avenue to attract worldwide partnerships. The findings have some practical implications for discourse construction in the Belt and Road Initiative context and shed light on the evolving nature of advertising discourse, particularly in the China-Africa win-win business context.

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Feng, Jieyun, and Doreen D. Wu. "Changing ideologies and advertising discourses in China." Media Discourse in Greater China 19, no. 2 (July 24, 2009): 218–38. http://dx.doi.org/10.1075/japc.19.2.06fen.

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The present study aims to unveil the changing ideologies in contemporary China from a micro discursive perspective, focusing on a case study of the changing advertising discourses in Nanfang Daily, a typical Communist Party newspaper in Guangdong province, P. R. China. Advertising discourse has long been considered as a socio-cultural artifact and most of the previous researches are confined to its socio-cultural functions. By taking a broader ideological perspective, the present study adopts the fundamental principle of Critical Discourse Analysis (CDA) and developed an integrated framework, which links the value appeals and linguistic practice with an investigation of the different power groups having access to the advertising discourses in two different socio-historical settings of China — 1980 versus 2002. It is found that the danwei-dominated advertising discourses in 1980 were characterized by the prevalent use of utilitarian values and by the rare use of interactive lexico-grammatical features. In 2002, in sharp contrast, the individual-consumption dominated advertising discourses manifested itself with an escalated use of hedonistic value appeals and of interactive linguistic features. The changes in value appeals and linguistic practices reflect that different power groups in the advertising discourses have different needs and interests in the specific socio-historical settings. Finally, the study places the research findings within the landscape of the hybridized and competing ideologies in China and in the accelerated globalization.

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Li, Hairong, Ang Li, and Shuguang Zhao. "Internet advertising strategy of multinationals in China." International Journal of Advertising 28, no. 1 (January 2009): 125–46. http://dx.doi.org/10.2501/s0265048709090441.

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Gao, Zhihong. "Controlling Deceptive Advertising in China: An Overview." Journal of Public Policy & Marketing 27, no. 2 (September 2008): 165–77. http://dx.doi.org/10.1509/jppm.27.2.165.

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Chan, Ricky Y. K. "Consumer responses to environmental advertising in China." Marketing Intelligence & Planning 22, no. 4 (June 2004): 427–37. http://dx.doi.org/10.1108/02634500410542789.

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Prendergast, Gerard, Douglas West, and Yi-Zheng Shi. "Advertising Budgeting Methods and Processes in China." Journal of Advertising 35, no. 3 (October 2006): 165–76. http://dx.doi.org/10.2753/joa0091-3367350310.

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Liu, Wen‐Ling. "Advertising in China: product branding and beyond." Corporate Communications: An International Journal 7, no. 2 (June 2002): 117–25. http://dx.doi.org/10.1108/13563280210426188.

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Semenik, Richard J., Nan Zhou, and William L. Moore. "Chinese Managers' Attitudes toward Advertising in China." Journal of Advertising 15, no. 4 (December 1986): 56–62. http://dx.doi.org/10.1080/00913367.1986.10673039.

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Hubbert, Jennifer. "Book Review: Advertising to Children in China." China Information 19, no. 3 (November 2005): 507–8. http://dx.doi.org/10.1177/0920203x0501900306.

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Chan, Kara, James U. McNeal, and Fanny Chan. "Children’s response to television advertising in China." Young Consumers 4, no. 1 (January 2003): 43–54. http://dx.doi.org/10.1108/17473610310813717.

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Stewart, Sally, and Nigel Campbell. "Advertising in Mainland China: A Preliminary Study." International Journal of Advertising 5, no. 4 (January 1986): 317–23. http://dx.doi.org/10.1080/02650487.1986.11106984.

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Sinclair, John. "Globalization and the advertising industry in China." Chinese Journal of Communication 1, no. 1 (April 2008): 77–90. http://dx.doi.org/10.1080/17544750701861947.

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Chan, Kara K. W. "Information Content of Television Advertising in China." International Journal of Advertising 14, no. 4 (January 1995): 365–73. http://dx.doi.org/10.1080/02650487.1995.11104625.

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Cohen, Warren I., and Colin Mackerras. "Western Images of China." Pacific Affairs 66, no. 2 (1993): 271. http://dx.doi.org/10.2307/2759378.

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Emery, Edwin. "Western Images of China." American Journalism 7, no. 2 (April 1990): 139–40. http://dx.doi.org/10.1080/08821127.1990.10731266.

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