A Study of Cultural Values Reflected in Chinese Social Media Advertising

Abstract

This study aimed to examine the central cultural values reflected in Chinese social media advertising. The literature review suggests that Chinese advertising culture is characterised by pluralism, the expression of Western cultural values has increased over time, and cultural values vary across product categories. Adopted and adapt model constructed by Pollay (1983) et al., a sample of 91 Chinese social media advertisements from Weibo was analysed through 38 advertising appeals. Hofstede’s (2011) culture dimension theory was also adopted for further explanation. Results indicate that Chinese social media advertising culture is characterised by diversity, while traditional Chinese cultural values remain slightly more dominant. Besides, cultural values vary across product categories, which is also need to be noticed.