Changing consumption values in urban China: a longitudinal study of newspaper advertising, 1981-2003.

Tan Jieyu.Thesis (M.Phil.)--Chinese University of Hong Kong, 2004.Includes bibliographical references (leaves 106-113).Abstracts in English and Chinese.Chapter Chapter 1 --- Introduction --- p.1Chapter Chapter 2 --- Literature Review --- p.4Consumption in a modern world --- p.4Modernization and consumption values --- p.10Chapter Chapter 3 --- Modernization in Urban China since 1979 and Research Hypotheses and Question --- p.20Modernization in urban China --- p.20Previous findings on consumption values in China --- p.28Research hypotheses and question --- p.33Chapter Chapter 4 --- Research Methods --- p.35Content analysis of newspaper ads --- p.35Interviews with experienced advertising professionals --- p.51Chapter Chapter 5 --- Research Findings --- p.54Consumption values manifested in newspaper advertising --- p.54The findings from interviews: changing consumption values in urban China corresponds to modernization --- p.77Chapter Chapter 6 --- Conclusion and Discussion --- p.87Concluding remarks --- p.87Limitations and suggestions for future research --- p.91Appendix --- p.94Basic questions for in-depth interviews with advertising professionals --- p.94Salience trends of consumption values found in newspaper ads --- p.95References --- p.10