Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

A content analysis of 324 Chinese television commercials that appeared on Chinese national and local channels was conducted. The Resnik and Stern (1977) evaluation criteria were adopted to determine the level of advertising information content in television commercials. It was found that 58 per cent of the sampled commercials were classified as informative. The most frequently occurring information cues were performance, quality and components/contents. Non-durables and drug advertising was most informative while cigarette and liquor advertising was least informative. Information content was not dependent on characteristics of commercials like duration, broadcast day, time and channel. © 1995, Advertising Association. All rights reserved.

Publication Year

1995

Journal Title

International Journal of Advertising

Volume number

4

Issue number

14

Publisher

Taylor & Francis (Routledge)

First Page (page number)

365

Last Page (page number)

373

Referreed

1

DOI

10.1080/02650487.1995.11104625

ISSN (print)

02650487

Link to Publisher’s Edition

http://dx.doi.org/10.1080/02650487.1995.11104625

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