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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  25 Lin, C. A. (1993). Cultural differences in message strategies: A comparison between American and Japanese TV commercials. Journal of Advertising Research, July/August, 40-48. Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30, 83-94. Messaris, P. (1994). Visual literacy: Image, mind and reality. Boudler: Westview Press. Miracle, G. E., Taylor, C. R. & Chang, K.Y. (1992). Culture and advertising executions: A comparison of selected characteristics of Japanese and U.S. television commercials. Journal of International Consumer Marketing, 4, 89-113. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27, 51-59. Mueller, B. (1992). Standardization vs. specialization: An examination of Westernization in Japanese advertising. Journal of Advertising Research, 32, 15-24. Mueller, B. (1994). Degrees of globalization: An analysis of the standardization of message elements in multinational advertising. In James H. Leigh and Claude R. Martin (Eds), Current Issues in Advertising, 12 (pp. 119-133). University of Michigan, Division of Research. Newton, J. H. (2001). The Burden of Visual Truth The Role of Photojournalism in Mediating Reality. Mahwah, NJ: Lawrence Erlbaum Associates. Pan, Z., Steven H, C., Chu, G. C, & Ju Y. (1994). To see ourselves: Comparing traditional Chinese and American cultural values. Boulder, CO: Westview Press. Roth, M. (1992). Depth versus breadth strategies for global brand management. Journal of Advertising, 21, 25-36.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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25
Lin, C. A. (1993). Cultural differences in message strategies: A comparison between
American and Japanese TV commercials. Journal of Advertising Research,
July/August, 40-48.
Lin, C. A. (2001). Cultural values reflected in Chinese and American television
advertising. Journal of Advertising, 30, 83-94.
Messaris, P. (1994). Visual literacy: Image, mind and reality. Boudler: Westview Press.
Miracle, G. E., Taylor, C. R. & Chang, K.Y. (1992). Culture and advertising executions:
A comparison of selected characteristics of Japanese and U.S. television
commercials. Journal of International Consumer Marketing, 4, 89-113.
Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American
advertising appeals. Journal of Advertising Research, 27, 51-59.
Mueller, B. (1992). Standardization vs. specialization: An examination of Westernization
in Japanese advertising. Journal of Advertising Research, 32, 15-24.
Mueller, B. (1994). Degrees of globalization: An analysis of the standardization of
message elements in multinational advertising. In James H. Leigh and Claude R.
Martin (Eds), Current Issues in Advertising, 12 (pp. 119-133). University of
Michigan, Division of Research.
Newton, J. H. (2001). The Burden of Visual Truth The Role of Photojournalism in
Mediating Reality. Mahwah, NJ: Lawrence Erlbaum Associates.
Pan, Z., Steven H, C., Chu, G. C, & Ju Y. (1994). To see ourselves: Comparing
traditional Chinese and American cultural values. Boulder, CO: Westview Press.
Roth, M. (1992). Depth versus breadth strategies for global brand management. Journal
of Advertising, 21, 25-36.


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