Individualism-Collectivism in Chinese and American Ads

INDIVIDUALISM-COLLECTIVISM IN CHINESE AND AMERICAN ADS

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Individualism and Collectivism in Chinese and American Advertisements

____________________________ Presented to the Faculty

Liberty University

School of Communication

_____________________________ In Partial Fulfillment of the Requirements for the Master of Arts In Communication Studies By Siu Yu Hsu April 7, 2011

INDIVIDUALISM-COLLECTIVISM IN CHINESE AND AMERICAN ADS

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Thesis Committee

_________________________________________________________________ Gina G. Barker, Ph.D., Chairperson Date

_________________________________________________________________ Angela M. Widgeon, Ph.D. Date

_________________________________________________________________ Terri L. Cornwell, Ph.D. Date

INDIVIDUALISM-COLLECTIVISM IN CHINESE AND AMERICAN ADS

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Copyright © 2011 Siu Yu Hsu All Rights Reserved

INDIVIDUALISM-COLLECTIVISM IN CHINESE AND AMERICAN ADS

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Abstract This study examined the different values in TV advertisements targeting younger Chinese (1329), Older Chinese (55 or above), Younger Americans (13-34), and older Americans (55 or above) using Hofstede’s (1984) individualism-collectivism dimensions. With the open door policy imposed in China, younger Chinese became Westernized. A content analysis of 566 TV ads was examined to test the degree of individualism, collectivism, modernity themes, and traditional themes in TV ads among the four target groups. Three hypotheses and one research question guiding this study proposed that TV ads targeting younger Chinese would score higher in individualism and modernity; TV ads targeting older Chinese would score higher in collectivism and tradition; and TV ads targeting Americans in general would score higher in individualism and modernity than TV ads targeting younger Chinese. These hypotheses were partly supported. Results showed that TV ads targeting younger Chinese score high in individualism, but not...