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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  16 H3b, which stated that Chinese ads would appeal more frequently to tradition and history as their selling points than did US ads. The hypothesis was supported. Only 1% of US ads employed history or tradition as appeals, while 18.5% of Chinese ads utilized this strategy, 2 (1) = 34.62, p < .001. History and tradition were used often to boost product appeal in Chinese ads. H3c predicted that Chinese ads demonstrated more group images than did US ads. This hypothesis was not supported. In fact, results ran opposite of the prediction 65.5% of US ads contained group images, while 15.5% contained individual images, and 19% ads didn’t use any human images. The counter percentages from Chinese ads in this category were 46.5%, 23.5%, and 30%. The differences in this category were statistically significant, 2 (2) = 14.67, p < .01, albeit in reverse direction of the prediction. We also posted a research question probing the distribution of the product categories between U.S. and Chinese ads. Results (see Table 3) showed significant differences between commercials distributions in the two countries 2 (13) = 146.81, p < .001. The top five most frequently advertised products and services on US television were services and retailers (30.0%), auto and auto parts (15.5%), food and drink (14.5%), beauty and personal care (11.5%), and medicine (6.0%). Among Chinese ads, they were household appliance (25.0%), food and drink (19.0%), medicine (18.5%), beauty and personal care (8.0%), auto and auto parts (6.5%). Among US ads, services and retailers accounted for almost one third of the commercials, while only 4.5% of Chinese ads catered to this category. In contrast, household appliance ads occupied one fourth of the sampled Chinese ads, but only 2% of US ads.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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16
H3b, which stated that Chinese ads would appeal more frequently to tradition and
history as their selling points than did US ads. The hypothesis was supported. Only 1% of
US ads employed history or tradition as appeals, while 18.5% of Chinese ads utilized this
strategy,
2
(1)
= 34.62, p < .001. History and tradition were used often to boost product
appeal in Chinese ads.
H3c predicted that Chinese ads demonstrated more group images than did US ads.
This hypothesis was not supported. In fact, results ran opposite of the prediction 65.5% of
US ads contained group images, while 15.5% contained individual images, and 19% ads
didn’t use any human images. The counter percentages from Chinese ads in this category
were 46.5%, 23.5%, and 30%. The differences in this category were statistically
significant,
2
(2)
= 14.67, p < .01, albeit in reverse direction of the prediction.
We also posted a research question probing the distribution of the product
categories between U.S. and Chinese ads. Results (see Table 3) showed significant
differences between commercials distributions in the two countries
2
(13)
= 146.81, p <
.001. The top five most frequently advertised products and services on US television
were services and retailers (30.0%), auto and auto parts (15.5%), food and drink (14.5%),
beauty and personal care (11.5%), and medicine (6.0%). Among Chinese ads, they were
household appliance (25.0%), food and drink (19.0%), medicine (18.5%), beauty and
personal care (8.0%), auto and auto parts (6.5%). Among US ads, services and retailers
accounted for almost one third of the commercials, while only 4.5% of Chinese ads
catered to this category. In contrast, household appliance ads occupied one fourth of the
sampled Chinese ads, but only 2% of US ads.


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