Date

4-2011

Department

Communication Studies

Degree

Master of Arts (MA)

Chair

Gina G Barker

Primary Subject Area

Mass Communications

Disciplines

Mass Communication

Abstract

This study examined the different values in TV advertisements targeting younger Chinese (13-29), Older Chinese (55 or above), Younger Americans (13-34), and older Americans (55 or above) using Hofstede's (1984) individualism-collectivism dimensions. With the open door policy imposed in China, younger Chinese became Westernized. A content analysis of 566 TV ads was examined to test the degree of individualism, collectivism, modernity themes, and traditional themes in TV ads among the four target groups. Three hypotheses and one research question guiding this study proposed that TV ads targeting younger Chinese would score higher in individualism and modernity; TV ads targeting older Chinese would score higher in collectivism and tradition; and TV ads targeting Americans in general would score higher in individualism and modernity than TV ads targeting younger Chinese. These hypotheses were partly supported. Results showed that TV ads targeting younger Chinese score high in individualism, but not modernity. Also, TV ads targeting Americans score higher than TV ads targeting younger Chinese. Moreover, the study also found that there is no value difference between the two target groups in the U.S. The findings and future research are discussed.

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