Cultural Values in Advertisements to the Chinese X-Generation--Promoting Modernity and Individualism

Does country of origin affect brand associations? The case of Italian brands in China

“…Students are chosen as the category for our sample both for convenience purposes and because young people represent a demographic group that is becoming more culturally adapted to both China and the west (Zhang & Shavitt, 2003), representing one of the most interesting targets for many foreign brands. Societal, political and economic changes mean they are well placed to be more influenced by Chinese modernization and provide more opportunities for exposure to other cultures, increasing their knowledge of other countries' features, lifestyles and typical products.…”

Sustainable Consumption in the Luxury Industry: Towards a New Paradigm in China’s High-End Demand

“…In this framework, China is becoming a great power of luxury consumption and in competition is rapidly growing as luxury brands becoming increasingly popular among Chinese consumers (Xiao Lu, 2008;Wang et al, 2000;Zhang and Sharon, 2003). But it should be noted that Chinese luxury market has only just begun.…”

Cultural Psychology and Cross-Cultural Psychology: The Case of Chinese Psychology

“…Then, this study suggests that advertising in China is promoting more individualistic values to the X-Generation market than the mass market. Moreover, people's exposure to individualistic advertisements tended to elicit more favorable privateself thoughts and individualistic choices whereas an exposure to collectivistic advertisements tended to elicit more favorable collective-self thoughts (Zhang & Shavitt, 2003).…”

“…This research by Yan (2010), Ng (2009), Zhang and Shavitt (2003), as well as that by Hansen and Svarverud (2009) is sensitive to changes in the culture and psychology that have occurred in recent decades. It explores the concrete character of cultural factors, including their political-economy; it explores the diversity of cultural factors such as housing, jobs, commerce, consumerism, family; and it explores the interrelation of these factors in a cultural system.…”

“…All of this was deliberately cultivated by the government to regain social stability after the Tienanmen uprising in 1989: "The triumph of consumerism has drawn the public's attention away from the political and ideological issues, overshadowed the increased social inequality and widespread corruption, and eased the legitimacy crisis of the CCP after 1989 (Yan, 2010, p. 188). Zhang and Shavitt (2003) demonstrate how cultural values reflected in Chinese advertisements promote individualism and modernity values. The authors compared Chinese X-Generation market with the mass market.…”