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Discourse as Cultural Struggle$
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Xu Shi

Print publication date: 2006

Print ISBN-13: 9789622098114

Published to Hong Kong Scholarship Online: September 2011

DOI: 10.5790/hongkong/9789622098114.001.0001

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Cultural Value Change in Mainland China’s Commercial Discourse

Cultural Value Change in Mainland China’s Commercial Discourse

(p.73) 5 Cultural Value Change in Mainland China’s Commercial Discourse
Discourse as Cultural Struggle

Jieyun Wendy Feng

Doreen Wu

Hong Kong University Press

This chapter examines the cultural values and changes in mainland China on the basis of empirical research of Web advertisements. It describes the characteristics and the use of value appeals in Web advertisements and explains how the cultural trends of mainland China are reflected in Web advertisements. The analysis reveals that the dominant value appeals in Web advertisements are Western values rather than Eastern values, indicating a trend of progressive westernization in young people in China.

Keywords:   cultural values, cultural change, China, Web advertisements, value appeals, westernization

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