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Title: Cultural value change in mainland China's commercial discourse
Authors: Feng, JY
Wu, D 
Issue Date: 2007
Publisher: Hong Kong University Press
Source: In X Shi (Ed.), Discourse as cultural struggle, p. 73-90. Hong Kong: Hong Kong University Press, 2007 How to cite?
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.
ISBN: 9789622098114
DOI: 10.5790/hongkong/9789622098114.003.0005
Appears in Collections:Book Chapter

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