Advertising and Chinese Society

Advertising and Chinese Society
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By:"Hong Cheng"
"Business & Economics"
Published on 2009 by Copenhagen Business School Press DK

As authors of one of the very few studies on Chinese consumers' responses to \u003cbr\u003e\ncultural appeals in advertisements, Zhou and Belk ... Their list of "stringency" \u003cbr\u003e\nincludes categorical banning of some common \u003cb\u003eadvertising techniques\u003c/b\u003e like \u003cbr\u003e\npuffery, ...

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This book examines the social, psychological, legal, and ethical impact â?? perceived or proven â?? that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.

This Book was ranked 36 by Google Books for keyword advertising techniques.

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