An Empirical Investigation of Chinese Award-Winning TV Advertisements over Time

This paper aims to explore the changing nature of advertising by both local and foreign brands used in award-winning Chinese TV commercials over time. The study finds competing evidence of both greater westernization and greater localization. Comparatively, foreign brands use more western symbols an...

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Bibliographic Details
Published inJournal of China Marketing Vol. 3; no. 2; p. 100
Main Authors Zhao, Miao, Dholakia, Ruby Roy, Cai, Jane Zhen, Zhang, Mann
Format Journal Article
LanguageEnglish
Published Newcastle Cambridge Scholars Publishing 01.06.2013
Subjects
Awards & honors
Brand names
Brands
Competition
Competitive advantage
Consumers
Emerging markets
Foreign business
Joint ventures
Localization
Modernity
Preferences
Studies
Television advertising
Westernization
China
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Summary:This paper aims to explore the changing nature of advertising by both local and foreign brands used in award-winning Chinese TV commercials over time. The study finds competing evidence of both greater westernization and greater localization. Comparatively, foreign brands use more western symbols and appeals than local brands. Moreover, types of appeals used by durable products tend to differ from those used by non-durable products. By examining advertising appeals over two time periods, this paper captures advertisers' adjustments to changing market and competitive conditions. These findings offer important managerial insights to advertising practitioners that operate in China. [PUBLICATION ABSTRACT]
ISSN:2058-2943
2398-533X