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Peer reviewedStout, Daniel A.; And Others – New Jersey Journal of Communication, 1994
Uses content analysis of 306 consumer advertisements in "People's Daily" from 1979-91 to examine utilitarian and hedonistic themes and appeals. Finds support for the hypothesis that depictions of utilitarian values are decreasing, and indirect support for the hypothesis that hedonistic values are increasing. Suggests that Chinese…
Descriptors: Advertising, Audience Analysis, Consumer Economics, Content Analysis
