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- W2487242562 abstract "This chapter examines the cultural values and changes in mainland China on the basis of empirical research of Web advertisements. It describes the characteristics and the use of value appeals in Web advertisements and explains how the cultural trends of mainland China are reflected in Web advertisements. The analysis reveals that the dominant value appeals in Web advertisements are Western values rather than Eastern values, indicating a trend of progressive westernization in young people in China." @default.
- W2487242562 created "2016-08-23" @default.
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- W2487242562 date "2006-11-01" @default.
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- W2487242562 title "Cultural Value Change in Mainland China’s Commercial Discourse" @default.
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- W2487242562 doi "https://doi.org/10.5790/hongkong/9789622098114.003.0005" @default.
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