Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study examines Chinese women as a target group for television commercials and their perception of differing advertising strategies. The study employs an adjective survey adopted from Aaker and Bruzzone (1982) to gauge respondents opinions of informative and emotional advertising techniques. The results are compared with similar studies made in the US in order to discern any cross‐cultural similarities.

Publication Year

1997

Journal Title

Asian Journal of Communication

Volume number

7

Issue number

1

Publisher

Taylor & Francis

First Page (page number)

43

Last Page (page number)

57

Referreed

1

DOI

10.1080/01292989709388297

ISSN (print)

01292986

Link to Publisher’s Edition

http://dx.doi.org/10.1080/01292989709388297

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