What Appeals to the Chinese Customers? Content Analysis of Chinese Advertisements in Newspaper and on TV
Bibliographic record
Abstract
This study examines the advertising appeals delivered, and the cultural values reflected in Chinese advertisements in newspaper and on TV. It proved that the most frequently used advertising appeals are 'technological', 'status', 'enjoyment', 'vain', 'natural', and 'healthy' for print ads, 'effective', 'youth', 'enjoyment', 'technological', 'vain', 'healthy', 'traditional', 'family', and 'status' for TV ads. Most of them are product category related, but others, such as 'enjoyment', 'healthy', 'status', are universal for any products. The origin of brands makes a difference only on some appeals. Local Chinese brands tend to use more 'traditional', 'community', 'cheap' and 'morality' which are inherent in traditional Chinese culture. However, global and local brands are becoming similar on the choice of most advertising appeals. Among cultural values, group/consensus appeals are significantly more than individual/independence appeals; soft-sell appeals are significantly more than hard-sell appeals; modernity/youth appeals are significantly more than traditional/veneration of elderly appeals; product merit are significantly more than status appeals; symbolic values are significantly more than utilitarian values. Cultural values differ by product category but not by country of origin. Between global brands and local Chinese brands, there is no significant difference on cultural values except that local brands' TV ads keep more group and traditional values. The elements of 'Chinese culture' are broadly used by both local and global brands. Symbolic visuals are preferred to only literal visuals. Website addresses are shown in most print ads. Corporate image, new product ideas and life style are also given attention to. TV ads convey more group/consensus, soft-sell, traditional/veneration of the elderly, oneness of nature and symbolic values, but less hard-sell and status values than print ads. The implications of this research are: 1. Advertisers in China need to consider all the related variables-product category, origin of brands, media type, target market and culture-when choosing advertising appeals and cultural values. 2. Cultural adaptation is necessary and helpful. The issue is not what advertising appeals to pick, but how much Chinese culture to be added in delivering them.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.004 | 0.003 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.006 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".