Cultural Values in Advertisements to the Chinese X-Generation: Promoting Modernity and Individualism

Description of magazine information: As a major magazine specializing in the relationship between the development and practice of advertising theory, Advertising Journals serves as an open forum for expressing and discussing ideas on advertisements. This journal covers all the research on various types of advertisements, with particular emphasis on methodological advances in economic, political, social and environmental research on advertising and advertising research. Other interesting topics that have recently happened include evaluating the performance of ads, ethics of advertising, and global issues related to advertising. Moving wall: 7 years (What is a moving wall?)

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As a result of the research by the two researchers, Zhang and Shavitt (2003) conducted a study titled "Cultural Value in China's X Generation Advertisement". In this study, the X generation refers to people 18 to 35 years old. The result shows that the values ​​of modernity and individualism dominate the advertisement of a magazine and the values ​​of traditional collectivists dominate TV advertisement. In addition, researchers can also promote more individual value for product advertisements for personal use, but collectively used products are more attractive to collectivist value in commercial advertisements It suggests. Zhang and Shavitt (2003) discovered that modernity and individualism are the main values ​​of advertisements in China. In addition, they found that the products used by individuals are more personal than actually used collectively. Americans of age older have 82 individualism: 34 34 populationism of 34. Chinese young people have 51 individualism: 13 out of 43 groupism

According to Sun and Wang (2010), in their research, the young generation of China (14 - 34 years old), from their own recent recents, has a modern value (traditional value (collectivism and ideological orientation) It was shifted to principle and worldly oriented). Life experience in the process of social change (Sun and Wang 2010). In addition, young people between the ages of 19 and 34 are the most secular Chinese of all generations. According to the research by Ralston (1999), young Chinese managers in China have more individual values ​​in their management style. (Ralston 1999). In addition, Moore (2005) is focusing on comparing views on their lives and parents' lives using the proverbs of the young generation of China. After all, freedom is not closely related to individualist values, not collectivist values. This is because the results show that the young generation in China believes that China has more freedom than parents.