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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  11 is the only national and the most influential television network in China. CCTV1 is a news channel, CCTV2 an economy and life channel, and CCTV5 a sports channel. Respectively, three national networks in the U.S. were used including CBS, A&E and ESPN. The researchers recorded 4-weeks of prime-time programs from these three channels, with the first week beginning from May 20 th , 2001, and ending on July 7 th , 2001. Programs were recorded every other week. The time blocks for the samples were from 8:00 p.m. to 10:00 p.m. on every recording day. Rotation principle was used in order to maximize the representation of commercials aired by these three channels (Katz & Lee, 1992). For example, CCTV1 was recorded from 8:00 p. m. to 9:00 p. m., and CCTV2 was recorded from 9:00 p. m. to 10:00 p. m on May 20 th . On the next day, CCTV5 was recorded from 8:00 p. m. to 9:00 p. m. and CCTV1 was recorded from 9:00 p. m. to 10:00 p. m. During the two-month sampling period, 56 hours of programs were recorded. The same procedure was taken to record the US programs at the same time period, with the corresponding stations being CBS, A&E, and ESPN. In this study, 400 randomly selected ads from these programs were used. Two coders coded 10% of the total sample to test reliability. After several training sections, reliability was satisfactory with respect to all categories according to percentage of agreement (see Table 1). These two coders then coded 200 Chinese ads and 200 US ads separately for this study. Those coded ads were selected from recorded programs using the simple random approach. Repeated ads were deleted from the sample to maximize the diversity of ads and to increase external validity.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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background image
11
is the only national and the most influential television network in China. CCTV1 is a
news channel, CCTV2 an economy and life channel, and CCTV5 a sports channel.
Respectively, three national networks in the U.S. were used including CBS, A&E and
ESPN.
The researchers recorded 4-weeks of prime-time programs from these three
channels, with the first week beginning from May 20
th
, 2001, and ending on July 7
th
,
2001. Programs were recorded every other week. The time blocks for the samples were
from 8:00 p.m. to 10:00 p.m. on every recording day. Rotation principle was used in
order to maximize the representation of commercials aired by these three channels (Katz
& Lee, 1992). For example, CCTV1 was recorded from 8:00 p. m. to 9:00 p. m., and
CCTV2 was recorded from 9:00 p. m. to 10:00 p. m on May 20
th
. On the next day,
CCTV5 was recorded from 8:00 p. m. to 9:00 p. m. and CCTV1 was recorded from 9:00
p. m. to 10:00 p. m. During the two-month sampling period, 56 hours of programs were
recorded. The same procedure was taken to record the US programs at the same time
period, with the corresponding stations being CBS, A&E, and ESPN. In this study, 400
randomly selected ads from these programs were used.
Two coders coded 10% of the total sample to test reliability. After several training
sections, reliability was satisfactory with respect to all categories according to percentage
of agreement (see Table 1). These two coders then coded 200 Chinese ads and 200 US
ads separately for this study. Those coded ads were selected from recorded programs
using the simple random approach. Repeated ads were deleted from the sample to
maximize the diversity of ads and to increase external validity.


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