An analysis of cultural meanings obtained by Chinese young adults from Yao Ming’s depiction in commercial messages
Notice bibliographique
Résumé
This thesis examines the cultural meanings Chinese young adults obtain from Yao Ming's image in advertising. Yao Ming, a 7-foot-6 inch tall basketball player from Shanghai, China was hired by the Houston Rockets in the first selection of the 2002 NBA draft. His emergence in the NBA has lead to a phenomenon called "Yao Ming Mania." A number of prestigious brands such as Apple, Visa, Pepsi, and Reebok have signed endorsement contracts with him, and Yao Ming has become widely known through endorsement advertisements as well as his media portrayals in NBA coverage. While there are studies on the cultural meanings of celebrities in western countries, a literature review indicates that such research on Chinese athletes is very limited (Dong, 2003). The research builds on work in audience studies by Wilson and Sparks (1996). They suggest that audiences within an "interpretive community" have similar "interpretive strategies" and different "interpretive communities" have different interpretations of media messages. The research also builds on McCracken's (1989) "meaning transfer" model of celebrity endorsements. He suggests that effective celebrity endorsements help transfer useful meanings from the celebrity to the goods they endorse, and that these meanings are delivered to the consumer through purchasing. Based on the conjunction of the audience research and the "meaning transfer" model, this research examined how the "interpretive community" of Chinese students who are living in Vancouver interpreted the meanings mobilized in the endorsements of Yao Ming. The research schedule had two phases. In the first, using interpretive analysis, 10 current Yao Ming endorsement ads were analyzed and five representative commercials were selected for use in phase two. Two of the ads were televised in China and the other three were televised in North America. This selection was in order to examine whether there were cultural difference when the viewers interpreted western and Asian commercials of Yao Ming's image. In the second phase, these commercials were viewed by five focus groups of four to six subjects who were university students from China aged 18 to 25, who had studied in Vancouver for 1-4 years. Focus group reactions to the commercials and to related interpretive questions were recorded using questionnaires and audio taping. The interpretive analysis provided a framework for understanding the meanings of the commercials, and the focus groups were intended to help identify the meanings the respondents gave to the commercials upon viewing them. Focus groups indicate that respondents' attitudes toward Yao Ming were positive and that they thought he delivered positive messages to the endorsed products. Focus group results suggest that three levels of cultural meanings (1. common meanings as a celebrity, 2. Yao's distinctiveness from most other celebrity athletes, 3. his symbolism o f Chinese and China) contribute to Yao Ming's marketing popularity and there are no cultural differences of his image portrayed in Chinese and western commercials. The focus group results show that the two levels of consumption o f the celebrity image (or the meaning consumption) of Chinese viewers (1. purchased or intended to purchase, 2. would not purchase) were fairly moderate, while all viewers were consistent in valuing the hiring Yao Ming as an endorser. The results also show that the depth of influence of Yao Ming varied between male and female viewers. Moreover, a set of special conditions may prevail as the result of living abroad and this may have made the Chinese students' feelings toward a Chinese celebrity stronger than for those who live in Mainland China.
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,000 | 0,000 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,001 |
| Études des sciences et des technologies | 0,000 | 0,000 |
| Communication savante | 0,000 | 0,001 |
| Science ouverte | 0,000 | 0,000 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule tête enseignante, pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».