Publications

Publication details [#49649]

Ramaprasad, Jyotika, Lei Wu and Dandan Gao. 1995. A conceptual framework for understanding the content of advertising: Its application to the specific case of Chinese television commercials. Asian Journal of Communication 5 (1) : 88–109.

Publication type

Article in journal

Publication language

English

Keywords

advertising | content analysis | frame | television ad

Place, Publisher

Routledge

Annotation

This study proposes a conceptual framework that accounts for advertising content and applies it to Chinese television commercials.