2006•Hong Kong University Press eBooksRequires access

Cultural Value Change in Mainland China’s Commercial Discourse

Jieyun Wendy Feng, Doreen Dongying Wu

Abstract

This chapter examines the cultural values and changes in mainland China on the basis of empirical research of Web advertisements. It describes the characteristics and the use of value appeals in Web advertisements and explains how the cultural trends of mainland China are reflected in Web advertisements. The analysis reveals that the dominant value appeals in Web advertisements are Western values rather than Eastern values, indicating a trend of progressive westernization in young people in China.

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Key concepts: Westernization, Mainland China, China, Value (mathematics), Mainland, Advertising, Geography, Cultural values