A Content Analysis on Global Brand Ads' Localization Tendency in China
COM 5831 THEORIES IN ADVERTISING AND COMMUNICATION Term Paper
A Content Analysis on Global Brand Advertisements‟ Localization Tendency in China From 2003 to 2009
Submitted by Fan Xiao Ren Anqi Chen Haoyuan
Table of Contents
1. INTRODUCTION ---------------------------------------------------------------------------------------1 2. LITERATURE REVIEW ------------------------------------------------------------------------------2 2.1 Globalization & Localization ------------------------------------------------------------------------2 2.1.1 Globalization and localization ----------------------------------------------------------------2 2.1.2 Globalization and localization in Advertising ---------------------------------------------3 2.1.3 Globalization and localization in Chinese Advertising ----------------------------------3 2.2 Culture and Cultural Values -------------------------------------------------------------------------4 2.2.1 Culture and Manifestation of Culture ------------------------------------------------------ 4 2.2.2 Cultural values and advertising --------------------------------------------------------------5 2.2.3 Cultural Values measured in advertising ---------------------------------------------------6 2.3 China Market and Development --------------------------------------------------------------------7 2.3.1 China development ------------------------------------------------------------------------------7 2.3.2 Global brands in china ------------------------------------------------------------------------- 8 2.4 Methods of Analysis ------------------------------------------------------------------------------------9 2.4.1 Content Analysis ---------------------------------------------------------------------------------9 2.4.2 Semiotic Analysis --------------------------------------------------------------------------------10 3. RESEARCH QUESTION & HYPOTHESES --------------------------------------------------------10 4. METHODOLOGY
A Content Analysis on Global Brand Advertisements‟ Localization Tendency in China From 2003 to 2009
Submitted by Fan Xiao Ren Anqi Chen Haoyuan
Table of Contents
1. INTRODUCTION ---------------------------------------------------------------------------------------1 2. LITERATURE REVIEW ------------------------------------------------------------------------------2 2.1 Globalization & Localization ------------------------------------------------------------------------2 2.1.1 Globalization and localization ----------------------------------------------------------------2 2.1.2 Globalization and localization in Advertising ---------------------------------------------3 2.1.3 Globalization and localization in Chinese Advertising ----------------------------------3 2.2 Culture and Cultural Values -------------------------------------------------------------------------4 2.2.1 Culture and Manifestation of Culture ------------------------------------------------------ 4 2.2.2 Cultural values and advertising --------------------------------------------------------------5 2.2.3 Cultural Values measured in advertising ---------------------------------------------------6 2.3 China Market and Development --------------------------------------------------------------------7 2.3.1 China development ------------------------------------------------------------------------------7 2.3.2 Global brands in china ------------------------------------------------------------------------- 8 2.4 Methods of Analysis ------------------------------------------------------------------------------------9 2.4.1 Content Analysis ---------------------------------------------------------------------------------9 2.4.2 Semiotic Analysis --------------------------------------------------------------------------------10 3. RESEARCH QUESTION & HYPOTHESES --------------------------------------------------------10 4. METHODOLOGY