2012
DOI: 10.36923/jicc.v12i3.602
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Message Strategies of Chinese Award-Winning Print Advertisements

Huan Chen,
Ron Taylor

Abstract: This study analyzes the content of 2,598 award-winning print advertisements from the China Advertising Festival website from 1982 to 2009. The results indicate that ration and sensory strategies are the two leading message strategies of Chinese award-wining print advertisements. Message strategies of Chinese advertising manifested a general shift from an informational approach (transmission view of communication) to a transformational approach (ritual view) during the study period. The study also finds a relat… Show more

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Cited by 3 publications
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