Cultural values as reflected in advertising: a comparative study of Chinese and American advertisements

This study explores the cultural values as reflected in Chinese and U.S Television commercials. Specifically, it content analyzed 805 Chinese television commercials and 1045 U.S. television commercials to see if the typology of individualism and collectivism framework developed by Triandis is reflected in them. Results indicated that the typology of individualism and collectivism was indeed reflected in the advertising from the two countries. Specifically, horizontal collectivism predominated in China while vertical individualism was prevalent in the U.S. The limitation of the current study was discussed and the suggestions for further research were presented.Advertisin