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Individualism And Collectivism In Chinese And American Advertisements, Siu Yu Hsu
Individualism And Collectivism In Chinese And American Advertisements, Siu Yu Hsu
Masters Theses
This study examined the different values in TV advertisements targeting younger Chinese (13-29), Older Chinese (55 or above), Younger Americans (13-34), and older Americans (55 or above) using Hofstede's (1984) individualism-collectivism dimensions. With the open door policy imposed in China, younger Chinese became Westernized. A content analysis of 566 TV ads was examined to test the degree of individualism, collectivism, modernity themes, and traditional themes in TV ads among the four target groups. Three hypotheses and one research question guiding this study proposed that TV ads targeting younger Chinese would score higher in individualism and modernity; TV ads targeting older …