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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  22 Reference Aristotle (1997). The Poetics. Translated by Whalley G. Montreal & Buffalo: McGill- Queen’s University Press. Barry, A. M. S. (1997). Visual intelligence: Perception, image and manipulation in visual communication. New York: State University of New York Press. Belk, R. W. & Bryce, W. J. (1986). Materialism and individual determinism in U.S. and Japanese television advertising, in Richard J. Lutz (ed), Advances in Consumer Research, Provo, UT: Association for Consumer Research, 568-572. Berger, A. A. (1998). Seeing is believing: An introduction to visual communication. (2 nd . Ed.) CA: Mayfield. Birdsell, D., & Groarke, L. (1996). Toward a theory of visual argument. Argumentation and Advocacy, 33, 1-10. Blair, J. A. (1996). The possibility and actuality of visual arguments. Argumentation and Advocacy, 33, 23-39. Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women on U.S. television commercials: A recent content analysis and trends over 15 years. Sex Roles, 18, 595-609. Caillout, Z. and Mueller, B. (1996). The influence of culture on American and British advertising: An exploratory comparison of beer advertising. Journal of Advertising Research, 36, 79-88. Cheng, H. & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research, 36, 27-45.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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22
Reference
Aristotle (1997). The Poetics. Translated by Whalley G. Montreal & Buffalo: McGill-
Queen’s University Press.
Barry, A. M. S. (1997). Visual intelligence: Perception, image and manipulation in visual
communication. New York: State University of New York Press.
Belk, R. W. & Bryce, W. J. (1986). Materialism and individual determinism in U.S. and
Japanese television advertising, in Richard J. Lutz (ed), Advances in Consumer
Research, Provo, UT: Association for Consumer Research, 568-572.
Berger, A. A. (1998). Seeing is believing: An introduction to visual communication. (2
nd
.
Ed.) CA: Mayfield.
Birdsell, D., & Groarke, L. (1996). Toward a theory of visual argument. Argumentation
and Advocacy, 33, 1-10.
Blair, J. A. (1996). The possibility and actuality of visual arguments. Argumentation and
Advocacy, 33, 23-39.
Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women on U.S. television
commercials: A recent content analysis and trends over 15 years. Sex Roles, 18,
595-609.
Caillout, Z. and Mueller, B. (1996). The influence of culture on American and British
advertising: An exploratory comparison of beer advertising. Journal of
Advertising Research, 36, 79-88.
Cheng, H. & Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S.
television commercials. Journal of Advertising Research, 36, 27-45.


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