Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis

Abstract

In the context of the ongoing debate regarding the pros and cons of standardization versus local adaptation of international advertising, a large body of research has examined the content of advertising messages in a variety of countries. One of the topics in this stream of research has focused on the nature of value appeals in advertising across or within national markets. In recent years, international advertising researchers have increasingly shifted their attention to China because of the country’s rapid economic growth and the size of its market.