Message Strategies of Chinese Award-Winning Print Advertisements

Huan Chen (1) , Ron Taylor (2)
(1) Department of Communication School of Humanities & Social Sciences Penn State Erie, The Behrend College , United States
(2) Penn State Erie, The Behrend College & University of Tennessee – USA , United States

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 relationship between message strategies and product categories.

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Authors

Huan Chen
Ron Taylor
(Primary Contact)
Author Biographies

Huan Chen, Department of Communication School of Humanities & Social Sciences Penn State Erie, The Behrend College

Huan Chen, Ph.D., is an assistant professor of communication at Penn State University, The Behrend College. She received a BA in advertising and a MA in communication from Wuhan University. In 2005, she relocated to the U.S.A., where she earned her second MA in advertising from the University of Florida and a Ph.D. in communication from the University of Tennessee. Her rearch interests include international and cross-cultural advertising, new media and advertising, and integrated marketing communication.

Ron Taylor, Penn State Erie, The Behrend College & University of Tennessee – USA

Ronald E. Taylor, Ph.D., is professor and former director of the School of Advertising and Public Relations at the University of Tennessee, Knoxville. His research interests include message strategy, especially in French advertising, and in the conduct of qualitative research in diverse cultures.

Chen, H., & Taylor, R. (2012). Message Strategies of Chinese Award-Winning Print Advertisements. Journal of Intercultural Communication, 12(3), 1–18. https://doi.org/10.36923/jicc.v12i3.602

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