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This study examines the advertising appeals
delivered, and the cultural values reflected in
Chinese advertisements in newspaper and on TV,
whether they differ by product categories or the
origins of brands and how they are delivered. It is
also concerned to the degree to which the global
brands are adapted to Chinese culture, the difference
between global brands and local brands, and the
difference between print ads and TV 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.
delivered, and the cultural values reflected in
Chinese advertisements in newspaper and on TV,
whether they differ by product categories or the
origins of brands and how they are delivered. It is
also concerned to the degree to which the global
brands are adapted to Chinese culture, the difference
between global brands and local brands, and the
difference between print ads and TV 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.