Cultural values in advertisements to the chinese x-generation: Promoting modernity and individualism

A content analysis of 463 ads examined the cultural values--modernity, tradition, individualism, and collectivism--promoted in Chinese advertising. Results indicate that both modernity and individualism values predominate in current Chinese advertising. These values are more pervasive in magazine advertisements, which target the Chinese X-Generation (aged 18-35 years with high education and income), than in television commercials, which are aimed at the mass market. In contrast, collectivism and tradition values are found to be more pervasive on television than in magazine ads. These findings reveal the role of advertising in helping shape new values among the X-Generation, as well as reflecting existing values among the mainstream Chinese market. In addition, product characteristics (personal use versus shared products) are found to affect the degree of individualism and collectivism values manifested in ads. The implications for future research on the impact of cultural values in advertising are discussed.