Publications

Publication details [#49629]

Chan, Kara. 1997. Creating advertising that appeals to Chinese women. Asian Journal of Communication 7 (1) : 43–57.

Publication type

Article in journal

Publication language

English

Keywords

advertising | commercial language | perception1 | television ad | women's language

Place, Publisher

Routledge

Annotation

This paper explores Chinese women as a target group for television ads and their perception of differing informative and emotional advertising techniques. The findings are compared with similar research carried out in the US in order to detect any cross-cultural similarities.