A Content Analysis on Global Brand Ads' Localization Tendency in China

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COM 5831 THEORIES IN ADVERTISING AND COMMUNICATION Term Paper

A Content Analysis on Global Brand Advertisements‟ Localization Tendency in China From 2003 to 2009

Submitted by Fan Xiao Ren Anqi Chen Haoyuan

Table of Contents
1. INTRODUCTION ---------------------------------------------------------------------------------------1 2. LITERATURE REVIEW ------------------------------------------------------------------------------2 2.1 Globalization & Localization ------------------------------------------------------------------------2 2.1.1 Globalization and localization ----------------------------------------------------------------2 2.1.2 Globalization and localization in Advertising ---------------------------------------------3 2.1.3 Globalization and localization in Chinese Advertising ----------------------------------3 2.2 Culture and Cultural Values -------------------------------------------------------------------------4 2.2.1 Culture and Manifestation of Culture ------------------------------------------------------ 4 2.2.2 Cultural values and advertising --------------------------------------------------------------5 2.2.3 Cultural Values measured in advertising ---------------------------------------------------6 2.3 China Market and Development --------------------------------------------------------------------7 2.3.1 China development ------------------------------------------------------------------------------7 2.3.2 Global brands in china ------------------------------------------------------------------------- 8 2.4 Methods of Analysis ------------------------------------------------------------------------------------9 2.4.1 Content Analysis ---------------------------------------------------------------------------------9 2.4.2 Semiotic Analysis --------------------------------------------------------------------------------10 3. RESEARCH QUESTION & HYPOTHESES --------------------------------------------------------10 4. METHODOLOGY -----------------------------------------------------------------------------------------12 4.1 Content Analysis & Semiotic Analysis -------------------------------------------------------------12 4.2 Sample Collection --------------------------------------------------------------------------------------13 4.2.1 Media selection ---------------------------------------------------------------------------------- 13 4.2.2 Time frame --------------------------------------------------------------------------------------- 14 4.2.3 Search Result -------------------------------------------------------------------------------------14 4.3 Coding Procedures -------------------------------------------------------------------------------------14 4.3.1 Coding Protocol --------------------------------------------------------------------------------- 14 4.3.2 Pre-test ---------------------------------------------------------------------------------------------15 4.3.3 Inter-coder reliability --------------------------------------------------------------------------- 16 5. RESULT AND ANALYSIS -------------------------------------------------------------------------------- 16 5.1 Findings on Cultural Symbols ------------------------------------------------------------------------ 17 5.1.1 Model’s Ethnicity --------------------------------------------------------------------------------- 17 5.1.2 Use of Chinese Brand Name -------------------------------------------------------------------- 18 5.1.3 Use of Chinese Language ------------------------------------------------------------------------ 18 5.2 Findings on Cultural Values --------------------------------------------------------------------------- 20 5.2.1 Tendency on the use of Eastern and Western Values ---------------------------------------20 5.2.2 Value Frequencies --------------------------------------------------------------------------------- 22 6. CONCLUSION AND DISCUSSION...
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