SHABU-SHABU
'Success depends upon previous preparation, and without such preparation
there is sure to be failure.'
These words from the Chinese philosopher Confucius should be taken to
heart by every company planning operations in China. The role of advertising
is crucial as it is the first point of contact between consumer and product/
brand. Cultural misunderstandings can happen easily and determine success
or downfall.
This research paper gives an insight into Chinese cultural values and what role
they play in advertising. Cultural theories and models are applied to China
and the development of advertising in the country is reviewed. As language is
a fundamental part of culture, a closer look at brand naming decision factors
is taken. Examples of Chinese and international advertisements published in
China are analysed and findings show that culture does play an important
role but the necessity of intercultural marketing in today's business world is
still undervalued. For only with a solid knowledge of the market and its cul-
ture can the Chinese challenge be mastered successfully.
This book is directed to everybody doing business in China and being inter-
ested in this fascinating culture.
9
783639
Silvia Schön
Silvia Schön, MBA. Received her MBA degree from Clarion
University of Pennsylvania, USA. Holds a double degree
from Aalen University of Applied Sciences and Business,
Germany (Dipl.-Betriebswirt) and Newcastle Business
School, Northumbria University, UK (BA (Hons)
International Business Management). Currently, she is
pursuing her doctorate.
978-3-639-06144-4
061444
Silvia Schön
Cultural Values in
Chinese Advertising
Implications for Intercultural Marketing
VDM
Vena