2. One country, two systems Cultural Values in Chinese and HK TV Commercials Kara Chan, Hong Cheng

3. Why study cultural values in advertising? zValues: shared ideas about what is morally right and desirable or what “ought to be” (Klopf, 1995) zCultural value: “governing ideas and guiding principles for thought and action” (Srikandath, 1991) that “permeate a culture” (Porter & Samovar, 2000) zCultural values in advertising: “a powerful force that shape consumers’ motivations, life-styles, and product choices (Tse, Belk & Zhou, 1989) zAdvertising: a “distorted mirror’’ of cultural values, only reflecting certain lifestyles and values that serve sellers’ interests (Pollay, 1986, 1990)

4. Four main groups of studies on cultural values in advertising zCompare values in Eastern and Western cultures zFocus on values in one selected country zFocus on a selected product category or a selected value zcompare cultural values in similar cultures

5. Why China and HK ? zHK’s influences on China zHandover: any impact on HK’s advertising zonly one study on China, HK and Taiwan’s print advertising in 1989

6. Research questions zWhat are the differences between the cultural values reflected in Chinese and Hong Kong TV commercials? zWhat factors account for the differences, if any?

7. Hypotheses zHong Kong commercials use more Western values zChinese commercials use more utilitarian values zChinese commercials reflect a more rapid change in values

8. Sampling of commercials zChinese: CCTV, GTV and ZTV zHong Kong: TVB Jade and Pearl, ATV Home and International z1993 and 1998 summer and winter zChinese sample: 727 commercials y323 in 1993; 404 in 1998 zHong Kong sample: 660 commercials y320 in 1993; 340 in 1998 zTotal: 1387

9. Coding zCoding frame: 32 cultural values from Cheng and Schweitzer’s (1996) zUnit of analysis: individual commercial zCode 1 most dominant value for each ad zCoded by two pairs of coders zInter-coder reliability: 87% for Chinese sample, 88% for HK sample

10. Profile of samples

11. Dominant values of Chinese TVC

12. Dominant values of HK commercials

13. Difference between Chinese and HK commercials zChina: use more collectivism, courtesy, family, modernity, natural, nurturance, patriotism, respect for elderly, technology and work (more symbolic values) zHK: use more adventure, beauty, convenience, economy, effectiveness, enjoyment, health, quality, safety and sex (more Western values)

14. Change in cultural values zChina y10 out of 32 values have significant change in percentages over the time period ytwo dominant values -- “family” and “technology” doubled in 1998 zHK y5 out of 32 values have significant change in percentages over the time period yall dominant values did not show change

15. Result of hypothesis testing zH1: accepted, HK ad more Westernized zH2: rejected, HK ad more utilitarian and Chinese more symbolic zH3: accepted, Chinese ad reflect more change over time

16. Factors influence change in cultural values zUsing two-way analysis of variance, with product category and time as moderating variables zproduct category more influential; time less influential zsame product category tend to use the same set of cultural values over the period of five years

17. Influence of product category is different in Chinese and HK commercials

18. Conclusion zChina and HK commercials are very different zHK: a mature consumer market in a capitalistic environment; western product/commercial origin; back to basic approach zChina: a developing consumer market in a socialist society; establishing brand images and associating with certain lifestyles zproduct category more influential than time (new finding) zHandover in 1997 does not have strong impact on cultural values of HK TV advertising