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A Content Analysis of Chinese Magazine Advertisements

Marshall D. Rice, LU Zai-ming

Open publisher page 118 citations

Abstract

A content analysis of 472 Chinese consumer magazine advertisements was conducted. The Resnick and Stern evaluation criteria were used to determine levels of advertising information based on type of magazine and type of product. It was found that Chinese magazine advertisements generally contain a large amount of information relative to previous content studies of Western advertising. The effect of market forces, consumer purchase patterns and Chinese government policy on advertising content is also examined.

About this research paper

What this paper is about

A content analysis of 472 Chinese consumer magazine advertisements was conducted. The Resnick and Stern evaluation criteria were used to determine levels of advertising information based on type of magazine and type of product. It was found that Chinese magazine advertisements generally contain a large amount of information relative to previous content studies of Western advertising. The effect of market forces, consumer purchase patterns and Chinese government policy on advertising content is also examined.

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OpenAlex reports 118 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

A content analysis of 472 Chinese consumer magazine advertisements was conducted. The Resnick and Stern evaluation criteria were used to determine levels of advertising information based on type of magazine and type of product. It was found that Chinese magazine advertisements generally contain a large amount of information relative to previous content studies of Western advertising. The effect of market forces, consumer purchase patterns and Chinese government policy on advertising content is also examined.

Key concepts: Advertising, Content analysis, Government (linguistics), Business, Stern, Product (mathematics), Content (measure theory), Product type

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