Cultural Value Change in Mainland China’s Commercial Discourse

Jieyun Wendy Feng and Doreen Wu

in Discourse as Cultural Struggle

Published by Hong Kong University Press

Published in print November 2006 | ISBN: 9789622098114
Published online September 2011 | e-ISBN: 9789882206830 | DOI:
Cultural Value Change in Mainland China’s Commercial Discourse

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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.

Keywords: cultural values; cultural change; China; Web advertisements; value appeals; westernization

Chapter.  6181 words.  Illustrated.

Subjects: Sociolinguistics

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