A Comparative Study On Cultural Values Reflected In Chinese And American Auto Advertising

Many world-renowned automobile manufacturers have gradually expanded theinvestment in China due to its cheap land, labor and a strong potential market demand. Atthe same time, the domestic emerging automobile manufacturing enterprises have got aleap-forward development through overseas mergers and acquisitions, foreign investmentand independent innovation. Therefore, the intercultural research on auto advertisements isof great value to the advertisement practitioners both at home and abroad.Hofstede’s value dimensions and Pollay’s appeal system are employed as theoreticalframeworks of this study. A total of120advertisements in all, and60from Chery and Fordrespectively are gathered for this study. By comparing the similarities and differences ofthe two auto companies’ advertising on advertising appeals from the cross-culturalperspective, to find out how cultural values take an active role in auto advertising. So thefindings can be used as a helpful reference for the auto advertisers as well as otheradvertisers when they are going to launch their new advertisements.The study found that some values related to product merits were shared on enjoyment,durable, ornamental, technological and safety. However, this study found Chinese autoadvertisements significantly utilized more cultural values of status, family, community andgift, whereas US advertisements more significantly emphasized cultural values of effective,modernity, competence, youth and magic.This study also found that the advertising appeals used by both countries match theirown cultural value system respectively. Chinese advertisements frequently tend to useappeals assigned to Collectivism, High Uncertainty Avoidance, High Power Distance andFemininity while American advertisements frequently use appeals highlightingIndividualism, Low Uncertainty Avoidance, Low Power Distance and Masculinity.