A Content Analysis of Chinese Magazine Advertisements.

A content analysis of 472 Chinese consumer magazine advertisements was conducted. The Resnick and Stern evaluation criteria were used to determine levels of advertising information based on type of magazine and type of product. It was found that Chinese magazine advertisements generally contain a large amount of information relative to previous content studies of Western advertising. The effect of market forces, consumer purchase patterns and Chinese government policy on advertising content is also examined. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)