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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  15 H1e predicted that U.S. ads used more subjective camera than Chinese ads. The results (Table 2) showed that, although more US ads (16%) employed subjective camera than Chinese ads (11%), the difference was not statistically significant, 2 (1) = 2.14, p >.05. The hypothesis was not supported. H1f stated U.S. ads used more direct address than Chinese ads. It was not supported, either. In the sampled ads, 23.5% of Chinese ads had characters addressing directly to viewers, while 17.5% of US ads used this strategy. In other words, Chinese ads used more direct address than US ads in this sample, although the difference was not significant (Table 2). H2a predicted that emotional appeal was a more frequent approach in US ads than in Chinese ads. Data indicated significant difference in this category, 2 (2) = 11.67, p < .001. Counting both positive and negative appeals, 72.5% of US ads and 71% of Chinese ads utilized that emotional tactic. However, a sharp demarcation emerged in negative emotional appeal. 5% of US ads in the sample used negative emotions such as fear and horror while none of the Chinese ads contained negative emotion. The emotional images in Chinese ads always showcased happiness, excitement, harmony and success, all of which were designed to arouse viewer’s positive emotion. H2b was supported that the emotional arousal level in U.S. ads (M = 2.25, SD = .57) was higher than in Chinese ads (M = 2.06, SD = .32), t (295) = -3.41, p < .01. H3a suggested that Chinese ads displayed veneration of elderly people more often than US ads. Data did not support the hypothesis as statistically significant, although more Chinese ads (10%) showed images bathing esteem for the elderly than did US ads (8.5%).

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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background image
15
H1e predicted that U.S. ads used more subjective camera than Chinese ads. The
results (Table 2) showed that, although more US ads (16%) employed subjective camera
than Chinese ads (11%), the difference was not statistically significant,
2
(1)
= 2.14, p
>.05. The hypothesis was not supported.
H1f stated U.S. ads used more direct address than Chinese ads. It was not
supported, either. In the sampled ads, 23.5% of Chinese ads had characters addressing
directly to viewers, while 17.5% of US ads used this strategy. In other words, Chinese
ads used more direct address than US ads in this sample, although the difference was not
significant (Table 2).
H2a predicted that emotional appeal was a more frequent approach in US ads than
in Chinese ads. Data indicated significant difference in this category,
2
(2)
= 11.67, p <
.001. Counting both positive and negative appeals, 72.5% of US ads and 71% of Chinese
ads utilized that emotional tactic. However, a sharp demarcation emerged in negative
emotional appeal. 5% of US ads in the sample used negative emotions such as fear and
horror while none of the Chinese ads contained negative emotion. The emotional images
in Chinese ads always showcased happiness, excitement, harmony and success, all of
which were designed to arouse viewer’s positive emotion.
H2b was supported that the emotional arousal level in U.S. ads (M = 2.25, SD =
.57) was higher than in Chinese ads (M = 2.06, SD = .32), t (295)
= -3.41, p < .01.
H3a suggested that Chinese ads displayed veneration of elderly people more often
than US ads. Data did not support the hypothesis as statistically significant, although
more Chinese ads (10%) showed images bathing esteem for the elderly than did US ads
(8.5%).


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