Concerns About Advertising Practices in a Developing Country: An Examination of China's New Advertising Regulations

This article examines China's 1993 Interim Regulations on the Advertising Agency System and Interim Advertising Censorship Standards as reflections of a developing country's concerns over advertising practices. Four issues facing a developing country such as China are identified: (1) The influence of foreign advertising practices on the domestic advertising industry; (2) the urge to speed up the learning process of advertising skills and know-how; (3) the threat of advertising to the indigenous culture; and (4) the government's authoritarian role in maintaining order. The new regulations are conceived as the Chinese government's remedies to these issues. The article concludes with a discussion on the enforcement problems and consequences of the regulations on China's advertising industry.     

Challenges facing China's television advertising industry in the age of spiritual civilisation: an industry analysis

Foreign firms face a number of cultural, legal and industry challenges as China's television advertising industry is asked to contribute not only to the country's material civilisation but also its spiritual civilisation. Since the early 1990s, Chinese Government policies have focused on advertising content in relation to both censorship and moral issues. This paper provides an insight into the challenges facing advertising and outlines opportunities for researchers, educators and international scholars into the new millennium by tracing the growth and changing role of advertising in China.     

Chocolate fortunes: The battle for the hearts,minds, and wallets of China's consumers

The emerging China market was a level playing field for all of the Big Five chocolate companies when they arrived in the 1980s. Chinese consumers viewed chocolate as an exotic foreign product, so each of the chocolate manufacturers enjoyed the same level of prestige and credibility that China's inexperienced consumers associated with foreign goods. Retail prices were relatively high and manufacturing costs relatively low, so none found pricing and cost to be barriers to entry. Importantly, each was flying blind when it came to consumer and market information, and by the seat of their pants when dealing with China's mercurial economic and regulatory environment. How the executives of the Big Five applied the experience, management skills, and leadership capabilities they brought to China would be decisive in how each approached the emerging consumer market and whether they ultimately succeeded. © 2010 Wiley Periodicals, Inc.     

Consumers’ perception of store image of joint venture shopping centres: first-tier versus second-tier cities in China

Studies on consumer behaviour and the modelling of attributes representing store image of shopping centres in the context of a developed country have been the focus of many researchers. In contrast, although China has the largest consumer market in the world, the consumer behaviour and consumption psychology of this enormous market remain relatively unknown due to a previously “close-door” policy as well as a high degree of government intervention within the retail sector. This paper discusses the unique nature and development of the retail industry in China, and formulates a model to represent the store image of joint venture shopping centres, which are the only approved form of direct foreign investment into China's retail sector. Research on store image of shopping centres in the west as well as in China has been applied in the formulation of the model, which consists of 21 attributes. The relative importance of these 21 shopping centre image attributes is subsequently analysed between consumers in a first-tier and a second-tier city in China. By being the first of its kind to reflect on China's retail market and its joint venture shopping centres, and to compare the consumer behaviour within different levels of cities in China, this paper provides both researchers and retailers with a better insight and understanding into the psychology of Chinese consumers, and the retailing business in China.     

China myths and advertising agencies

One of the fastest growing sectors in China's transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbers and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.     

Advertising Research in the Post-WTO Decade in China

This paper reviews advertising studies on China published in 13 advertising, marketing, and business journals during the decade after joining the World Trade Organization (WTO) (2002-2011). Since its WTO entry, China's advertising industry (including regulatory environment and advertising practices) has fundamentally changed, turning it into the world's fastest-growing advertising market and the country with the largest pool of netizens. We adopt the "glocalization" framework to selectively highlight five themes in our review: (1) diversified/shifting cultural values, (2) language and brand names, (3) acceptable/offensive advertising, (4) media growth and control, and (5) agency management. Our discussion follows Taylor's (2005) suggested agenda for international advertising research and focuses on the implications for academic researchers and advertising professionals that these papers collectively provide. In the transitional market in China, insights from past studies are relevant for its future development in advertising both locally and globally.     

How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

The Panoptic Role of Advertising Agencies in the Production of Consumer Culture

Advertising's role in promoting an ideology of marketed consumption has been widely commented upon by critical theorists yet the mechanisms through which this influence becomes manifest remain relatively under-examined. In particular there has been no explicit examination of the mediating role of cultural knowledge in the production of ideologically driven advertising. This paper invokes the panoptic metaphor to position the knowledge gathered by and on behalf of advertising agencies as a major dynamic in the production of consumer culture. The consumer of advertising is a known entity for advertising agencies: the subject is watched, filmed, questioned, recorded, and tracked. Indeed, consumer biography and subjectivity itself has become material that is both produced and consumed by advertising agencies in order to produce culturally constitutive advertising. The paper integrates disparate literatures to situate knowledge of consumer culture at the hub of advertising's constitutive ideological influence.     

An empirical study about the impacts of China's accession to the WTO on the telecommunications industry in China

Post‐China's accession to the World Trade Organization (WTO), China's telecommunication industry now needs to face a much stronger competition in a relatively open market that has a number of diverse rivalries. There are specific benefits and risks associated with both domestic telecommunication (telecom) companies and foreign investors in the telecommunication or information technology area. To meet with these new challenges and take advantage of the competitive, strategic advantages to penetrate the market, both China's telecom industry and foreign investors must understand the impacts of China's accession to the WTO on its telecommunication industry and hence make the necessary adjustments and/or implementation improvements. In specific, we carefully examine the impacts such as prices, quality, and local protectionism in this article. We draw the findings based on the data collected from a survey and the resulting statistic analysis.     

Foreign investment in the retail sector of the People's Republic of China

For many years, manufacturing was the hottest sector in the Chinese market. But when free market retailing became legal again in 1978, China's retail sector took off. Joint ventures between large department stores, such as Yaohan Department Store of Japan and the Chinese state-run Shanghai No. 1 Department Store, are growing to take advantage of China's potential 1 billion new customers. Davies paints a clear picture of the industry and candidly discusses the problems surrounding this new market: over-estimates of consumer demand, retail price inflation, currency flow problems, and increased smuggling and counterfeiting. Yet he is optimistic that retailing can only grow when Hong Kong becomes part of China in 1997.     

Globalization of R&D and China: An Introduction

In this introduction, we discuss the recent changes in multinational corporations' (MNCs) research and development (R&D) strategies and China's rising role in this new development. Significant changes include: 1) More and more corporations have started overseas R & D operations; 2) the missions of many overseas R&D facilities have shifted from the traditional supplementing and supporting roles to become critical and strategic components of MNCs' global R&D networks; and 3) MNC overseas R&D operations have expanded their geographic reach to carefully selected developing countries. China has benefited from such changes and has become one major attraction for such R&D facilities due to its rich endowment of low-cost and well- trained scientists and engineers as well as its fast growing domestic market and burgeoning foreign investment in manufacturing. The explosion of foreign R&D investment has also been accompanied by the rapid growth of China's domestic investment in R&D. The growth in both domestic and foreign investment in R&D implies that China will improve its position in global economic and technological competition. However, it is unclear to the rest of the world about the implications of China's rising R&D and whether or not China can capture the value from the presence of foreign R&D centres. We conclude that issues related to China's science and technology development in general and foreign R&D in China in particular warrant more research in the future.     

Marketing hedonics: Toward a psychoanalysis of advertising response

The author advances a psychoanalytic theory of advertising response to theorize the intersection of brand positioning, the semiotics of gender, and consumer desire in advertising discourse. Researchers traditionally focus on the iconic representation of desire in advertising imagery. However, by drawing upon Lacan's theory of scopophelia, the author focuses on the dialectical implication of the spectator/consumer's psychic drives in the visual semiotics of advertising discourse. The consumer identifies with the brand discourse primarily by means of projective identification with the voyeuristic gaze of the camera referenced in the image, and only secondarily because of perceived parallels between consumer lifestyle and the content of the advertisement. By way of illustration, the author analyzes the positioning of consumer desire in homoerotic advertising for Calvin Klein and Dolce & Gabbana, which draws upon resistance discourses in contemporary art to hold the consumer in a passion play of alternative sexualities and subject positions. Though these campaigns deconstruct the conventional binary opposition of male voyeur/female object of the gaze, they have contributed to the broad popularity of these brands because the brand discourse – logo, product placement, and rhetoric – restores a conventional logic to these advertisements that would have been censored from the worlds of popular culture and fine art.     

The impact of China's WTO accession on Hong Kong textiles,clothing and its supporting industries

China's accession to the WTO and the ‘Agreement on Textiles and Clothing’ (ATC) which gradually ban the use of quota, will have profound impacts on the textile industry in China. This article attempts to examine such impacts on all textile firms of Hong Kong origin. It briefly examines the impact of WTO on the textile industries in general, the participation of Hong Kong based firms in China's textiles industry, and the competitors from foreign countries. It examines in detail the practice of obtaining Hong Kong quota for textile products that are made in the Mainland by Hong Kong firms. The article argues that there are positive and negative effects of China–s WTO accession for all textile firms of Hong Kong origin. It concludes that the shifting of the targeted market to high-end, high-value-added is the only way of survival for the textile firms of Hong Kong.     

Relationships among healthy lifestyle beliefs and body mass index in urban China

Consumption is a major driving force in China's economy. The consumer society is particularly emerging in the more urbanized and affluent regions in China. Given the rise of consumerism on the one hand, and the rise of overweight and obesity on the other, this study explored whether the proliferating consumer culture is a threat to the traditional health culture in China. The lifestyle‐oriented approach used in this study does not confirm a straightforward relationship between an upward trend in Chinese with (economic) assets to join the consumer society and a downward trend in health interest among urban Chinese. The result that the rise of the consumer society is not directly accompanied by a devaluation of health issues does not imply that lifestyle research is of no use. On the contrary, this paper successfully identified four dimensions of health‐related lifestyle for urban China, namely Food‐health Belief, Perceived Knowledge, Health Careless and Group Conformity. This result is informative with respect to the complexity of sociocultural factors influencing the increasing prevalence of overweight and obesity.     

Why is China so Competitive? Measuring and Explaining China's Competitiveness

This paper evaluates factors responsible for the competitiveness of China in the world economy and relative to its East Asian rivals. China has been highly successful in capturing world export markets. Chinese competitiveness is not just a matter of an undervalued exchange rate and extremely low labour costs. It reflects the coincidence of favourable cost conditions with improvements in China's ability to produce products that meet world market specififications. These improvements are closely related to foreign participation in China's economy through foreign direct investment and joint venture enterprises.     

The endogenous role of location choice in product innovations

The location choice of product innovations is a prevalent phenomenon one that has received little attention in the literature. This study examines the ways in which comparative industry environment, technology and product characteristics, and entry timing affect the firm's location choice of new product development activities between headquarters and foreign subsidiaries and the implications of location choice for performance. Our findings indicate that: (1) firms are more likely to locate their new product development activities at foreign subsidiaries in mainland China than at headquarters in Taiwan when the industry environment at foreign subsidiaries is more favorable, when technologies and products are more mature, and when the entry to mainland China's market is earlier than that of its competitors; (2) in general, firms locating their new product development activities at headquarters in Taiwan perform better than firms locating their new product development activities at foreign subsidiaries in mainland China after controlling for endogeneity bias; (3) firms locating their new product development activities at headquarters (at foreign subsidiaries) perform better than if they had located their new product development activities at foreign subsidiaries (at headquarters). Managerial implications and future research directions are discussed.     

The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising. ©2009 Wiley Periodicals, Inc.     

Ad agencies

This article highlights advertising agencies as marketplace icons. The role of ad agencies in creating iconic brands can sometimes be obscured, yet ad agencies are central to how the contemporary marketplace works. While ad agencies are no longer the hegemonic instance of consumer culture that they were from the 1950s to the 1990s, they have adapted to today's democratic advertisingscape by shepherding cultural content produced elsewhere to market. Ad agencies have remained the engine behind significant shifts in consumer culture, such as the warming of relations between music and advertising, by acting as the ‘midwife’ between art and commerce, facilitating new cultural practices in the process.     

Advertising Regulations in Sub-Saharan Africa

Abstract

This paper examines the status and outlook of advertising regulations in sub-Saharan Africa. It begins with a synoptic overview of the region's advertising industry, which is used as a backdrop. Advertising regulations pertaining to tobacco, alcohol, pharmaceuticals, children, and politics are examined, and seven regulatory forces (consumer protection; growth of service industry; fairness and vulnerable groups; new media technologies; civil rights and privacy; religion, morality, and taste; and nationalism) likely to stimulate advertising regulations in the region are also presented. The paper concludes with implications and directions for future research.     

China: Getting beyond the headlines

China's continued economic growth even in these tough times attracts headlines. But China appears to be taking a disturbingly harder line with foreign business. By examining the deep political and social dynamics—China's “Four Basic Questions”—that propel China's rise, we can begin to understand and come to grips with what underlies this apparently new attitude. Surveys by the World Bank and other international organizations show that China's business environment fundamentals might not be as strong as we think. Still, China's economic momentum will continue despite the many problems the country faces. While foreign businesspeople today may express concern over negative trends in the business environment, they should be realistic. Behind the ups and downs of the Chinese scene, the country is struggling to resolve issues left over from history. Clear thinking about these basic issues is needed to survive—and perhaps prosper—in this environment. © 2011 Wiley Periodicals, Inc.