@phdthesis{oai:barrel.repo.nii.ac.jp:00004882,
 author = {Ou, Ryokuyuu},
 month = {2016-03-08},
 note = {Based on the long-running debate on standardization versus adaptation in international advertising, the issue of differences in advertising content has been widely investigated. Results of many of these empirical studies have led their authors to suggest the appropriateness of a contingency approach to developing advertising content. However, previous studies have principally focused on advertising from Western countries. In addition to a relative lack of research on Chinese advertising, the extant studies on Chinese advertising that have been conducted invariably use analytical and conceptual frameworks that were originally developed in Western countries. This poses the question as to the validity and appropriateness of these frameworks in a non-Western context such as that of China. In order to address the relative lack of research on advertising in China, this dissertation examines in detail the characteristics of Chinese advertising in terms of three aspects of advertising content: message strategy, informativeness, and value appeals.
 Based on systematically collected sample commercials from Chinese Central Television station (CCTV) and three carefully modified frameworks, I conducted three content-analytical studies on the above-mentioned three aspects of advertising content. I report the results of statistical analyses of data collected pertaining to message strategy, informativeness and value appeals, and discuss the theoretical and managerial implications of the findings.
 Regarding advertising message strategy (Chapter 4), I first concentrate on the improvement of the extant typologies. Using the modified typology, this dissertation content analyzes message strategies manifest in Chinese TV commercials. Results show that affective message strategy (82.3%) is the most frequently used, followed by cognitive message strategy (54.1%), and that conative strategy is the least frequently used (12%). Furthermore, around one third of commercials use both affective and cognitive strategies simultaneously. In regard to brand origin, commercials for foreign brands use more cognitive message strategies. Comparison between goods and services ads indicates that goods ads contain significantly more cognitive strategies whereas services ads contain more conative strategies. Product category is shown to be an important factor influencing the usage of advertising message strategy. Results of analyses using the FCB grid model indicate that ads for low-involvement products use more affective and conative strategies than those for high-involvement products, while ads for think products use more cognitive but less affective message strategies than those for feel products.
 As far as information content is concerned (Chapter 5), I extensively review extant studies on this topic and formulate hypotheses. Using an expanded version of the framework developed by Resnik and Stern (1977), I conduct content analysis and report findings. In general, results show that the informative level in this study is significantly higher than that reported in Chan and Chan (2005). The current study finds that 76.3% of ads contain at least one information cue and that an average of 1.6 cues are used in Chinese TV advertising. The most frequently used information cues are performance, variety, and components/contents. In terms of brand origin, ads for foreign brands use more information cues than those for local brands. Furthermore, ads for goods use more information cues than ads for services. Hypotheses related to product involvement level and product durability are not supported since ads for high-involvement products do not use more information cues than those for low-involvement products. In addition, ads for durable products do not use more information cues than ads for non-durable products. On the other hand, ads for think products contain more information content than those for feel products. In addition, results also indicate that product category influences the usage of information content.
 With respects to the topic of value appeals (Chapter 6), I also supplemented the extant framework developed by Pollay (1983) by incorporating more Chinese traditional value appeals. Using this modified framework, I conducted a content analysis. Results show that the most frequently used value appeals are enjoyment/leisure, effectiveness, quality, and trustworthiness. Most probably as a result of the high-context communication and collectivism characteristics of Chinese culture, symbolic as well as Eastern value appeals are significantly used more frequently than utilitarian and Western value appeals respectively. Furthermore, ads for domestic brands use more Eastern appeals whereas ads for foreign brands use more Western appeals. Moreover, ads for high-involvement products contain more utilitarian and less symbolic appeals than those for low-involvement products while ads for think products contain more utilitarian appeals than those for feel products. In addition, ads for goods contain more utilitarian and Western appeals while ads for services contain more symbolic and Eastern appeals. Consistent with the above findings, results indicate that value appeals vary across product categories.
 In conclusion, this study examines the influence of brand origin, product category, involvement level, and involvement type on advertising content in terms of the three main research topics of message strategies, informativeness, and value appeals. Findings tend to demonstrate consistency in respect to the influence of brand origin and product category. However, the two dimensions (involvement level and involvement type) of the FCB grid model show inconsistent influence on the use of the three topics in Chinese television commercials. Furthermore, the characteristics of Chinese television commercials as well as their implications in terms of each of the three topics are discussed in detail in Chapters 4, 5, and 6.
 Findings of this dissertation have implications for both practitioners and academics. While this study focuses on advertising in a single country, its findings nevertheless allow international advertising practitioners who are to develop their advertising strategy in the Chinese market, to compare the characteristics of Chinese television advertising with those of their home market or the global market. Therefore, I believe that the findings reported in this dissertation will assist practitioners in deciding whether to standardize advertising strategy or to adapt to the particularities of the Chinese market. The study also modifies the extant analytical frameworks on message strategies, informativeness, and value appeals and makes important contributions to an increased understanding of the nature of advertising in China, which I believe should be of interest to academic researchers., doctoral, course},
 school = {Otaru University of Commerce（小樽商科大学）},
 title = {Message Strategies, Informativeness and Value Appealsin Chinese Television Advertising: An Empirical Study},
 year = {}
}