Cultural Values in Food Advertisements: A Comparison of Food Advertising in China and North America

Abstract

<p>This study examines cultural values as reflected in North American and Chinese food advertising appeals. The findings indicate that the portrayals of traditional Chinese cultural values remains relatively stable, which support well the localization which means the food ads reflect local rather than global values. However, the understanding of food reflects the qualitative living, as well as the healthy lifestyle seems as prominently displayed in Chinese ads as in the North American food advertisements. Implications for globalization versus specialization advertising strategies are also explored.</p>