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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  10 therefore expect that visuals in an individualistic culture will display more individuals and fewer group images. Along the line of a monochronic (orienting to one direction in terms of time) perspective in low-context culture, Pan and his colleagues (1994) found that the U.S. is oriented more toward the future, whereas traditional Chinese culture is more receptive toward tradition. Past-oriented societies are concerned with traditional values and ways of doing things. They tend to be conservative in management and slow to change those things that are tied to the past. One of the exemplars of tradition is the veneration of elderly people (Cheng, 1994). Along these rationales, we hypothesize: H3a: Chinese ads show more veneration of elderly people than U.S. ads. H3b: Chinese ads show more veneration of history/tradition than U.S. ads. H3c: Chinese ads show more group images than U.S. ads. Finally, as our research question, we wonder what are the most prevalent product categories being advertised in the two cultures. It will be interesting to find out if the kinds of goods and services advertised may reflect any peculiarities of individualism or collectivism. Method Three national television channels from Chinese Central Television (CCTV) were selected for this study. These three channels were CCTV1, CCTV2, and CCTV5. CCTV

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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10
therefore expect that visuals in an individualistic culture will display more individuals
and fewer group images.
Along the line of a monochronic (orienting to one direction in terms of time)
perspective in low-context culture, Pan and his colleagues (1994) found that the U.S. is
oriented more toward the future, whereas traditional Chinese culture is more receptive
toward tradition. Past-oriented societies are concerned with traditional values and ways of
doing things. They tend to be conservative in management and slow to change those
things that are tied to the past. One of the exemplars of tradition is the veneration of
elderly people (Cheng, 1994).
Along these rationales, we hypothesize:
H3a: Chinese ads show more veneration of elderly people than U.S. ads.
H3b: Chinese ads show more veneration of history/tradition than U.S. ads.
H3c: Chinese ads show more group images than U.S. ads.
Finally, as our research question, we wonder what are the most prevalent product
categories being advertised in the two cultures. It will be interesting to find out if the
kinds of goods and services advertised may reflect any peculiarities of individualism or
collectivism.
Method
Three national television channels from Chinese Central Television (CCTV) were
selected for this study. These three channels were CCTV1, CCTV2, and CCTV5. CCTV


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