Department of Communication Studies
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.
Source Publication Title
Asian Journal of Communication
Taylor & Francis
Link to Publisher's Edition
Chan, K. (1997). Creating advertising that appeals to Chinese women. Asian Journal of Communication, 7 (1). https://doi.org/10.1080/01292989709388297