Accepted paper:

Social-cultural values in Chinese advertising

Authors:

Jiaxi Zhang (Canada International College)

Paper short abstract:

This paper gives an insight into Chinese social-cultural values and what role they play in advertising.

Paper long abstract:

Advertising in business is a form of marketing communication. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. This paper gives an insight into Chinese social-cultural values and what role they play in advertising. Today's social-culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects. For example, in advertisements, men are more likely to be shown advertising cars or business products, while women advertise domestic products. In this paper, Examples of Chinese and international advertisements published in China are analysed and findings show that culture does play an important role but the necessity of intercultural marketing in today's business world is still undervalued.

panel P105
Enterprise development and traditional society and culture (Commission on Enterprise Anthropology)