Perceptions of offensive advertising elements: A China–U.S. comparison

Waller, DS; Christy, TP; Fam, KS

Perceptions of offensive advertising elements: A China–U.S. comparison

Waller, DS

Christy, TP Fam, KS

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Publication Type:: Journal Article
Citation:: Journal of East-West Business, 2008, 14 (3-4), pp. 325 - 343
Issue Date:: 2008-01-01

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Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Christy, TP	en_US
dc.contributor.author	Fam, KS	en_US
dc.date.issued	2008-01-01	en_US
dc.identifier.citation	Journal of East-West Business, 2008, 14 (3-4), pp. 325 - 343	en_US
dc.identifier.issn	1066-9868	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10317
dc.description.abstract	© 2008 by The Haworth Press. All rights reserved. As China continues to rapidly expand and further open itself to market forces, the People’s Republic arouses significant interest as a new mega-market. Consequently, the influx of new business opportunities and advertising has resulted in Chinese consumers increasingly exposed to potentially offensive advertising. While some products and images may seem acceptable when advertised in the West, there are some that may offend Chinese cultural sensitivities. The purpose of this study is to better understand similarities and differences that exist between American and Chinese perceptions surrounding offensive advertising. The results highlight a number of statistical cultural differences that have business implications for international marketers.	en_US
dc.relation.ispartof	Journal of East-West Business	en_US
dc.relation.isbasedon	10.1080/10669860802608719	en_US
dc.subject.classification	Business & Management	en_US
dc.title	Perceptions of offensive advertising elements: A China–U.S. comparison	en_US
dc.type	Journal Article
utslib.citation.volume	3-4	en_US
utslib.citation.volume	14	en_US
utslib.for	1503 Business and Management	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.issue	3-4	en_US
pubs.publication-status	Published	en_US
pubs.volume	14	en_US

Abstract:

© 2008 by The Haworth Press. All rights reserved. As China continues to rapidly expand and further open itself to market forces, the People’s Republic arouses significant interest as a new mega-market. Consequently, the influx of new business opportunities and advertising has resulted in Chinese consumers increasingly exposed to potentially offensive advertising. While some products and images may seem acceptable when advertised in the West, there are some that may offend Chinese cultural sensitivities. The purpose of this study is to better understand similarities and differences that exist between American and Chinese perceptions surrounding offensive advertising. The results highlight a number of statistical cultural differences that have business implications for international marketers.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/10317