Advertising, propaganda, and value change in economic development. The new cultural revolution in China and attitudes toward advertising

Abstract

China's adoption of advertising in its pursuit of modernization is traced. How Chinese consumers currently react to advertising, yesterday's villain, is documented. Chinese consumers were very positive about advertising and its consequences but disliked some aspects of current ads from Chinese firms and perceive them to be inferior to those of foreign firms. In particular, they rated Chinese ads low in aesthetics and honesty. On the other hand, the consumers were very positive and optimistic about advertising's economic and social consequences. These results suggest that China is in the midst of another cultural revolution, an eager adoption of consumption materialism. © 1990.