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Social and cultural communications i...

Cheng, Hong.

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Social and cultural communications in advertising: The case of China.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social and cultural communications in advertising: The case of China./
作者:	Cheng, Hong.
面頁冊數:	338 p.
附註:	Source: Dissertation Abstracts International, Volume: 56-09, Section: A, page: 3359.
Contained By:	Dissertation Abstracts International56-09A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9600152

Social and cultural communications in advertising: The case of China.
Cheng, Hong.

Social and cultural communications in advertising: The case of China. - 338 p.

Source: Dissertation Abstracts International, Volume: 56-09, Section: A, page: 3359.

Thesis (Ph.D.)--The Pennsylvania State University, 1995.

Advertising in China is both old and new. It is old because it has a long history; it is new because it did not reappear until the year 1979. Today, advertising is growing very fast in the country.Subjects--Topical Terms:

1017395
Mass Communications.

Social and cultural communications in advertising: The case of China.
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245 1 0 $a Social and cultural communications in advertising: The case of China.
300 $a 338 p.
500 $a Source: Dissertation Abstracts International, Volume: 56-09, Section: A, page: 3359.
500 $a Adviser: Katherine T. Frith.
502 $a Thesis (Ph.D.)--The Pennsylvania State University, 1995.
520 $a Advertising in China is both old and new. It is old because it has a long history; it is new because it did not reappear until the year 1979. Today, advertising is growing very fast in the country.
520 $a In this study, advertising in China is deemed as a form of social and cultural communications, observed in a broad social and cultural context. First devoted to the social communication in Chinese advertising, the dissertation observes the social forces that influenced the growth of advertising in the country, and analyzes the shrinkage of advertising after the 1949 Communist revolution and the disappearance of advertising during the Cultural Revolution (1966-1976). It closely examines the influences of social changes in China on the revival and growth of advertising industry from 1979 to the early 1990s, including an analysis of advertising regulations and laws in China and a survey of major foreign advertising agencies currently operating in this market.
520 $a Then, the dissertation explores the cultural communication in Chinese advertising. Through a diachronic comparison, it pinpoints the predominant cultural values conveyed in Chinese magazine advertisements from 1982 and 1992, and gauged the changes in cultural values reflected in Chinese advertising over the ten years under observation. Through a synchronic comparison, this study measures how cultural values were transmitted differently in television commercials from China and the United States--a typical Western culture--in 1993. It is found that the ups and downs of advertising in China are directly influenced by various social forces, which may take the forms of ideology, culture and technology. It is also found that the current Chinese advertising is a "melting pot" of Eastern and Western cultural values and a "double-distorted mirror" that reflects advertising's commercial nature and a strong tendency to fit into the "idiosyncratic" social reality in China. The implications of the openness of the "melting pot" and the closing tendency in the "double-distorted mirror" are discussed in this study.
590 $a School code: 0176.
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