TY - JOUR
T1 - A conceptual framework for understanding the content of advertising its application to the specific case of chinese television commercials
AU - Ramaprasad, Jyotika
AU - Wu, Lei
AU - Gao, Dandan
PY - 1995/1
Y1 - 1995/1
N2 - The conceptual framework for explaining advertising content formulated in this paper begins with environmental factors such as culture and economic system, and ends with the ads themselveswith advertising industry factors, such as practices and views/values of its actors, and consumer factors, such as experience making up the middle two layers. An empirical application of this model, through variables derived from it, to Chinese television commercials suggests post-hoc substantiation for the most part. Future studies could pose and test a priori hypotheses (for other countries, media, and variables) leading to the refinement, clarification, and elaboration of the model.
AB - The conceptual framework for explaining advertising content formulated in this paper begins with environmental factors such as culture and economic system, and ends with the ads themselveswith advertising industry factors, such as practices and views/values of its actors, and consumer factors, such as experience making up the middle two layers. An empirical application of this model, through variables derived from it, to Chinese television commercials suggests post-hoc substantiation for the most part. Future studies could pose and test a priori hypotheses (for other countries, media, and variables) leading to the refinement, clarification, and elaboration of the model.
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U2 - 10.1080/01292989509364715
DO - 10.1080/01292989509364715
M3 - Article
AN - SCOPUS:84899260356
VL - 5
SP - 88
EP - 109
JO - Asian Journal of Communication
JF - Asian Journal of Communication
SN - 0129-2986
IS - 1
ER -