1 Influence of television advertising on adolescents in China:

2 Influence of television advertising on adolescents in China: An urban-rural comparison Research Paper Abstract (243 words) Purpose—The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design/methodology/approach—A survey of 646 adolescents aged 11 to 17 in Guangzhou city and in a rural county of Henan province were conducted in 2006. Constructs were measured using established scales. Findings—Television advertising viewing demonstrated first and second order cultivation effects among urban as well as rural respondents. Heavy television advertising viewers were more likely to have a higher perceived affluence than light television advertising viewers. Heavy television advertising viewers were also more materialistic than light television advertising viewers. Whe