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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  23 Cheng, H. (1994). Reflection of cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13, 167-183. Cho B., Kwon U., Gentry J. W., Jun S. and Kropp F. (1999). Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28, 59-73. Cutler, B. D. & Javalgi, R. G. (1992). A cross-cultural analysis of the visual component of print advertising: The United States and the European community. Journal of Advertising Research, 32, 71-80. Earley, P. C. & Gibson, C. B. (1998). Taking stock in our progress on individualism- collectivism: 100 years of solidarity and community. Journal of Management, 24, 265-304. Fleming, D. (1996). Can pictures be arguments? Argumentation and Advocacy, 33, 11- 22. Grabe, M. E., Lang, A. Zhou, S. & Bolls, P. D. (2000). Cognitive access to negatively arousing news. Communication Research, 27, 3-27. Hall, E. T. & Hall M. R. (1987). Hidden differences: Doing business with the Japanese. New York: Anchor Press. Han, S. & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350. Harris, R. J. (1999). A Cognitive psychology of mass communication. Mahwah, NJ: Erlbaum.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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23
Cheng, H. (1994). Reflection of cultural values: A content analysis of Chinese magazine
advertisements from 1982 and 1992. International Journal of Advertising, 13,
167-183.
Cho B., Kwon U., Gentry J. W., Jun S. and Kropp F. (1999). Cultural values reflected in
theme and execution: A comparative study of U.S. and Korean television
commercials. Journal of Advertising, 28, 59-73.
Cutler, B. D. & Javalgi, R. G. (1992). A cross-cultural analysis of the visual component
of print advertising: The United States and the European community. Journal of
Advertising Research, 32, 71-80.
Earley, P. C. & Gibson, C. B. (1998). Taking stock in our progress on individualism-
collectivism: 100 years of solidarity and community. Journal of Management, 24,
265-304.
Fleming, D. (1996). Can pictures be arguments? Argumentation and Advocacy, 33, 11-
22.
Grabe, M. E., Lang, A. Zhou, S. & Bolls, P. D. (2000). Cognitive access to negatively
arousing news. Communication Research, 27, 3-27.
Hall, E. T. & Hall M. R. (1987). Hidden differences: Doing business with the Japanese.
New York: Anchor Press.
Han, S. & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in
individualistic and collectivistic societies. Journal of Experimental Social
Psychology, 30, 326-350.
Harris, R. J. (1999). A Cognitive psychology of mass communication. Mahwah, NJ:
Erlbaum.


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