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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
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    Citations

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. Zubcevic, Nives & Luxton, Sandra, 2011. "A comparison of print advertisements from Australia and Croatia," Australasian marketing journal, Elsevier, vol. 19(2), pages 131-136.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. 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.
    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.

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