IDEAS home Printed from https://ideas.repec.org/a/pal/jintbs/v38y2007i6p1034-1051.html
   My bibliography  Save this article

Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising

Author

Listed:
  • Kineta H Hung

    (School of Business, University of Hong Kong, Hong Kong)

  • Stella Yiyan Li

    (Department of Marketing, City University of Hong Kong, Hong Kong)

  • Russell W Belk

    (Marketing Specialization, Schulich School of Business, York University, Toronto, Canada)

Abstract

Research in international advertising has often taken a dichotomized approach, as exemplified by the global standardization vs localization debate. It is assumed under the standardization approach that the globalization process will absorb different national cultures into a global commercial culture, such that standardized advertising should be preferred. The current research argues that the dichotomization approach may have oversimplified the way consumers read and interpret ad images. We postulate that consumers in a transitional economy apply a variety of reading approaches, including different cultural interpretive strategies and self-referencing, to absorb global images into their cultural and consumption schemas. This is commonly referred to as glocalization. We developed a typology of modern women images in Chinese magazine advertising, potential interpretive strategies, and self-referencing responses in this research. Results of a content analysis and a reader response study support our postulations. Implications are discussed. Journal of International Business Studies (2007) 38, 1034–1051. doi:10.1057/palgrave.jibs.8400303

Suggested Citation

  • Kineta H Hung & Stella Yiyan Li & Russell W Belk, 2007. "Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(6), pages 1034-1051, November.
  • Handle: RePEc:pal:jintbs:v:38:y:2007:i:6:p:1034-1051
    as

    Download full text from publisher

    File URL: http://www.palgrave-journals.com/jibs/journal/v38/n6/pdf/8400303a.pdf
    File Function: Link to full text PDF
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: http://www.palgrave-journals.com/jibs/journal/v38/n6/full/8400303a.html
    File Function: Link to full text HTML
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    2. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    3. Pornchanoke Tipgomut & Leonard J. Paas & Angela McNaught, 2021. "Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements," Marketing Letters, Springer, vol. 32(4), pages 441-454, December.
    4. Cristina Maria BALGARADEAN & Raluca BABUT, 2015. "Young People’S Perceptions Towards Sexuality In Advertising," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 63-77, May.
    5. Strebinger, Andreas & Guo, Xiaoling & Klauser, Ferdinand & Grant-Hay, Peter, 2018. "Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study," Journal of Business Research, Elsevier, vol. 82(C), pages 409-416.
    6. Moghaddam, Kaveh & Sethi, Deepak & Weber, Thomas & Wu, Jun, 2014. "The Smirk of Emerging Market Firms: A Modification of the Dunning's Typology of Internationalization Motivations," Journal of International Management, Elsevier, vol. 20(3), pages 359-374.
    7. Zubcevic, Nives & Luxton, Sandra, 2011. "A comparison of print advertisements from Australia and Croatia," Australasian marketing journal, Elsevier, vol. 19(2), pages 131-136.
    8. Subhadip Roy & Abhijit Guha & Abhijit Biswas, 2015. "Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency," Marketing Letters, Springer, vol. 26(3), pages 363-376, September.
    9. Lilac Nachum, 2021. "Value distribution and markets for social justice in global value chains: Interdependence relationships and government policy," Journal of International Business Policy, Palgrave Macmillan, vol. 4(4), pages 541-563, December.
    10. Liu, Sindy & Perry, Patsy & Moore, Christopher & Warnaby, Gary, 2016. "The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China," Journal of Business Research, Elsevier, vol. 69(1), pages 357-364.
    11. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2012. "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 43-54.
    12. Jos Hornikx & Frank Meurs & Helene Tenzer, 2024. "Foreign languages in advertising: Theoretical implications for language-related IB research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(2), pages 270-279, March.
    13. Zhou, Lianxi & Poon, Patrick & Wang, Haizhong, 2015. "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China," Journal of Business Research, Elsevier, vol. 68(3), pages 561-568.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jintbs:v:38:y:2007:i:6:p:1034-1051. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.