Cultural Values in Chinese Advertising: Implications for Intercultural Marketing

'Success depends upon previous preparation, and without such preparation there is sure to be failure.' These words from the Chinese philosopher Confucius should be taken to heart by every company planning operations in China. The role of advertising is crucial as it is the first point of contact between consumer and product/brand. Cultural misunderstandings can happen easily and determine success or downfall. This research paper gives an insight into Chinese cultural values and what role they play in advertising. Cultural theories and models are applied to China and the development of advertising in the country is reviewed. As language is a fundamental part of culture, a closer look at brand naming decision factors is taken. Examples of Chinese and international advertisements published in China are analysed and findings show that culture does play an important role but the necessity of intercultural marketing in today's business world is still undervalued. For only with a solid knowledge of the market and its culture can the Chinese challenge be mastered successfully. This book is directed to everybody doing business in China and being interested in this fascinating culture.