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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  7 Another approach to present explicit and direct information is to use product comparison so that the strength and weakness of the product and its competition are clearly spelled out. Cheng (1994) indicates that Western advertising emphasizes the specific merits of a product while advertising in high-context cultures pays more attention to the image of the brand. High-context cultures also encourage the avoidance of direct conflicts to maintain harmony. Therefore: H1b. US ads use more product comparisons than Chinese ads. Because low context culture typically offers more explicit information so as to relate thoughts and actions more concretely (Hall and Hall, 1987), it would stand to reason that such information is given as early as possible by quickly acknowledging the brand names so audience know what products are being advertised. We therefore hypothesize: H1c: U.S. ads identify brand names earlier than Chinese ads. To stack as much information as possible in a commercial, producers also have to use as many shots as possible in a given time span. What this means is that pacing in a low-context culture may be faster than that in a high-context culture. Previous empirical studies also indicated that pacing in US programming is faster and that such pace is often

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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7
Another approach to present explicit and direct information is to use product
comparison so that the strength and weakness of the product and its competition are
clearly spelled out. Cheng (1994) indicates that Western advertising emphasizes the
specific merits of a product while advertising in high-context cultures pays more attention
to the image of the brand. High-context cultures also encourage the avoidance of direct
conflicts to maintain harmony. Therefore:
H1b. US ads use more product comparisons than Chinese ads.
Because low context culture typically offers more explicit information so as to
relate thoughts and actions more concretely (Hall and Hall, 1987), it would stand to
reason that such information is given as early as possible by quickly acknowledging the
brand names so audience know what products are being advertised. We therefore
hypothesize:
H1c: U.S. ads identify brand names earlier than Chinese ads.
To stack as much information as possible in a commercial, producers also have to
use as many shots as possible in a given time span. What this means is that pacing in a
low-context culture may be faster than that in a high-context culture. Previous empirical
studies also indicated that pacing in US programming is faster and that such pace is often


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