Cultural values and aging in Chinese television commercials

Zhang, Yan Bing; Song, Yi; Carver, Christy Leilani Jensen

doi:10.1075/japc.18.2.06zha

Cited by 16 publications

(29 citation statements)

References 20 publications

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“…However, advertising is a "distorted mirror" (Pollay, 1986) as it serves the interests of the advertisers by portraying selected lifestyles and values considered to be beneficial to the advertisers. For example, a content analysis study found that many traditional Confucian values such as humility, patience, and thrift were not employed in Chinese television advertisements (Zhang, Song, & Carver, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

Portrayal of females in magazine advertisements in Hong Kong

Chan

Cheng

2012

JAPC

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A content analysis was conducted to examine the portrayal of beauty types and occupational roles of female figures in magazine advertisements. A systematic random sample of 215 advertisements from a popular lifestyle magazine in Hong Kong was analyzed. Results provide evidence of gender role stereotypes. Two thirds of the advertisements adopted classic/feminine beauty type. The other two common beauty types were sex kitten and casual. Over-representation of Caucasian models was found as one-third of the female figures were Caucasian and other minorities. Caucasian models were more likely to be portrayed in trendy beauty type. Over half of the advertisements portrayed females in decorative roles and thirty percent portrayed females as celebrities. Recreational roles and professional roles were featured less frequently. Advertisements for products target females were more gender stereotyped than advertisements for products target males and females. The lack of variety in beauty types and occupational roles among female figures were discussed.

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Section: Literature Reviewmentioning

confidence: 99%

Portrayal of females in magazine advertisements in Hong Kong

Chan

Cheng

2012

JAPC

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“…Older people in television advertisements, for their part, are most often used to promote foods/beverages. This is true for the USA (Atkins, Jenkins and Perkins 1990–91; Greco 1993; Lee, Carpenter and Meyers 2007; Lee, Kim and Han 2006; Miller, Leyell and Mazachek 2004; Roy and Harwood 1997), the UK (Simcock and Sudbury 2006), South Korea (Lee, Kim and Han 2006) and China (Zhang, Song and Carver 2008). Other product categories that feature older people are financial/insurance (Lee, Kim and Han 2006; Ong and Chang 2009) and medication/health (Atkins, Jenkins and Perkins 1990–91; Lee, Carpenter and Meyers 2007; Ong and Chang 2009; Robinson 1998).…”

Section: Introductionmentioning

confidence: 99%

“…Furnham and Mak 1999; Taylor and Stern 1997), research focusing on older people has been scant and mainly in the context of the United States of America (USA), starting in the 1970s (Francher 1973; Harris and Feinberg 1977). In contrast, only a few studies investigating the representation of older people in advertising in Asian countries exist (Lee, Kim and Han 2006; Ong and Chang 2009; Zhang, Song and Carver 2008). Specifically, Japan, which has been highly affected by demographic changes, has received little attention in this research area.…”

Section: Introductionmentioning

confidence: 99%

The representation of older people in television advertisements and social change: the case of Japan

et al. 2014

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The representation of social groups in advertising has been a major concern in academia. However, research focusing on older people has been scant and mainly conducted in Western countries. In Japan, the country that has been most affected by demographic change, this research area has received little attention. Through a content analysis of a systematic sample of 2,972 television advertisements broadcast on the five major commercial television stations in Japan in 1997 and 2007, this paper tries to fill this research gap, examining changes in the representation of older people in Japanese television advertising. When comparing 2007 to 1997, we found that older people appeared more often, were increasingly alone and in major roles, and were portrayed in more favourable ways, which suggests that their status changed. These changes appear to be related to the fact that older people have become more important within Japanese society. However, some aspects have remained unchanged; older people continue to be under-represented, which does not reflect demographic reality, and are used in advertisements for foods and beverages, confirming findings from previous studies. Our findings indicate that the representation of older people in Japanese television advertising has changed but remains unrealistic.

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“…After all, digital advertising knows no borders, especially online advertising. Several studies have tried to evidence whether product category influences information content on advertising (Cheng, 1994;Zhang et al, 2008;Chan and Chan, 2005) but they were unable to demonstrate any strong relationships. For example, Chan and Chan (2005) examined 386 Chinese television ads to find that they have become less informative over the years whereas the levels of information provided was not affected by the duration of the advertisement or the advertised product.…”

Section: Literature Review On Digital Marketing and Advertisingmentioning

confidence: 99%