"Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China

"Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China

Bibliographic Details
Main Author: Zhang, Jingjing
Language:English
Published: Ohio University / OhioLINK 2008
Subjects:
China
automobile
advertisement
cultural value
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1199294776
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spelling ndltd-OhioLink-oai-etd.ohiolink.edu-ohiou11992947762021-08-03T05:45:41Z "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China Zhang, Jingjing China automobile advertisement cultural value <p>This study is an examination of the cultural values reflected in automobile advertisements on top-viewed Web sites in China. The auto manufacturers covered in the study were from Germany, Japan, the United States, and China, which boast the largest market shares in the country. The study was intended to find out what differences, if any, were between the cultural values reflected in the advertisements of foreign-based automobile manufacturers and those for China’s domestic automobile manufacturers; whether there was a tendency of reflecting more Eastern cultural values in the advertisements of Japan-based automobile manufacturers than in the advertisements of Western countries-based manufacturers; if the cultural values reflected in Chinese advertisements changed over time, when compared with findings of prior research of others.</p> <p>The study also tested one concept and two theories on cultural values: cultural imperialism, the “distorted mirror,“ and convergence and divergence in consumer behavior. The study has reconfirmed the concept of the “distorted mirror“ and supports some previous research findings that Chinese advertisements are a melting pot with both Eastern and Western cultural values, and the choice of cultural values depends on whether the value will help sell the products.</p> <p>The study confirmed the prevalent positions that modernity and effectiveness values held in Chinese automobile advertisements; it also found two frequently used values—economy and popularity—in today’s Chinese ads.</p> 2008-04-25 English text Ohio University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1199294776 http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1199294776 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection NDLTD
language English
sources NDLTD
topic China
automobile
advertisement
cultural value
spellingShingle China
automobile
advertisement
cultural value
Zhang, Jingjing
"Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
author Zhang, Jingjing
author_facet Zhang, Jingjing
author_sort Zhang, Jingjing
title "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
title_short "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
title_full "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
title_fullStr "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
title_full_unstemmed "Distorted Mirrors" in Cyber Space: Cultural Values Reflected in Internet Automobile Advertisements in China
title_sort "distorted mirrors" in cyber space: cultural values reflected in internet automobile advertisements in china
publisher Ohio University / OhioLINK
publishDate 2008
url http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1199294776
work_keys_str_mv AT zhangjingjing distortedmirrorsincyberspaceculturalvaluesreflectedininternetautomobileadvertisementsinchina
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