The Rise of Consumer Culture in a Chinese Society: A Reading of Banking Television Commercials in Hong Kong During the 1970s

Wong, Wendy Siuyi

doi:10.1207/s15327825mcs0304_04

Cited by 11 publications

(5 citation statements)

References 10 publications

(1 reference statement)

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“…Using the same framework, Cheng (1994Cheng ( , 1998 found that modernity, technology, quality, and youth were the predominant themes in Chinese magazine advertisements in the 1980s and 1990s. Using a case analysis approach, Wong (2000) studied television commercials for banking services in Hong Kong in the 1970s. Results indicated the emergence of a consumer society where traditional values of saving and hard work were altered, replaced, or recombined with materialistic desires of immediate spending and gratification.…”

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Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials

Zhang

2004

Journal of Communication

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Abstract:Commercials (N = 496) shown on three Chinese TV stations in the summer of 2000 were analyzed to uncover the dominant value themes in the commercials. Thirteen value themes were identified as applicable in the current sample. This study found that the most dominant value themes emerged in the Chinese commercials were product effectiveness, family, modernity, beauty/youth, and pleasure indicating the prevalence of utilitarian values and the coexistence of both traditional and modern values in the world of Chinese advertising. Value themes identified in this study are compared with previous conceptualizations, and discussed in the context of globalization and Chinese cultural change.

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Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials

Zhang

2004

Journal of Communication

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“…Most of the research has utilized content analysis and Pollay's (1983) framework of measuring culture values in advertising. Wong (2000) studied the television commercials by banking services in Hong Kong in the 1970s and indicated the emergence of a consumer society where traditional values of saving and hard work were altered, replaced, or recombined with materialistic desires of immediate spending and gratification. Cheng and Schweitzer (1996) analysed 1,105 commercials from the PRC and US and found that whereas some traditional Chinese values (e.g.…”

Section: Globalization/hybridization In Chinese Advertisingmentioning

confidence: 99%

Multilingual Mix in Hong Kong Advertising, Pre- and Post-1997

Wu¹,

Chan²

2007

Asian Journal of Communication

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The paper examines the historical change in linguistic practice of Hong Kong advertising through the decolonization period and attempts to make sense of it from a local-andglobal point of view beyond the conventional national-functionalist perspective. It is found that the prominent patterns of language mixing in the advertising of Hong Kong are not only 'Standard Written Chinese mixed with English', but also 'Standard Written Chinese mixed with both English and Cantonese'. The embedded elements of both English and Cantonese in the Chinese advertisements can take the form of a word, a phrase and/or a full clause and can serve both informational and involving functions. Finally, it is argued that multilingual mix in Hong Kong advertising is a phenomenon constantly emerging in the multicultural process of globalization and that being able to mix different languages or varieties of languages for effective communication should be an aspect of linguistic competence highly valued in the age of globalization and localization.

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“…Although consumer society may have developed earlier in history (Bosco, 2014;Francks, 2009), these countries have witnessed the rise of modern consumerism amidst rapid economic growth (Davis, 2005;Gerth, 2008;McCreery, 2000;Pei, 2004). Moreover, the state initially encouraged saving in the industrialization period (Garon, 2006;Horioka, 2006) and then encouraged spending once the economy had taken off (Haghirian, 2011;Wong, 2009). This experience of rapid growth and state shaping consumption set East Asian consumer societies apart from those in the West and presents interesting cases to examine how consumers can influence market governance.…”

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confidence: 99%

The state–consumer relationship and the instituting of consumer protection in East Asian societies

Wahn

2017

Journal of Consumer Culture

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This article compares consumer protection policy and consumer activism in Japan, China, and Taiwan to understand state-consumer relationships in East Asia. It employs Maclachlan's case study of Japan to develop an explanatory model of how political change and state-business relationships influence interaction between state and consumers, and how state-consumer relationships institute consumer protection. The article then compares the three countries, all of which have experienced rapid growth and consumerism, by utilizing their different political developments in the exploration of the interaction between state policy and consumer activism. This comparison highlights the different dynamics that institute consumer protection in the political, economic, and social spheres. The argument is made that transformations in the state-consumer relationship are required to allow civil society to take part in the instituting of consumer markets as East Asian capitalism turns to domestic consumption for growth.

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The Rise of Consumer Culture in a Chinese Society: A Reading of Banking Television Commercials in Hong Kong During the 1970s

Cited by 11 publications

References 10 publications

Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials

Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials

Multilingual Mix in Hong Kong Advertising, Pre- and Post-1997

The state–consumer relationship and the instituting of consumer protection in East Asian societies

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