The Rise of Consumer Culture in a Chinese Society
A Reading of Banking Television Commercials in Hong Kong During the 1970s
Bibliographic Data
| ID | 12749541 |
|---|---|
| Authors | Wendy Siuyi Wong (0000-0002-8420-5008, corresponding author) |
| Year | 2000 |
| Volume | 3 |
| Issue | 4 |
| Pages | 393-413 |
| Publication date | 2000-11-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Mass Communication & Society (JOURNAL) |
| Journal identifiers | ISSN: 1520-5436 • E-ISSN: 1532-7825 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1207/s15327825mcs0304_04 |
| OpenAlex | W1978189311 |
| Language | EN |
| Citations received | 2 |
| References cited | 9 |
The functions of advertising have been understood from a number of theoretical perspectives, which range from a focus on the 'Justifiable goal" of providing consumers with information of "social value" Examining two television advertising campaigns for the banking services of Hang Seng Bank (HSB) and HongkongBank (HKB) during the 1970s and early 1980s in Hong Kong, I show how economic and cultural shifts in Hong Kong were reflected at the discursive level. I argue that the development of consumer culture in Hong Kong required the modification of many traditional Chinese values. This article demonstrates how specific advertisements reflect changes toward values that integrate global trends in the banking business and are more amenable to consumerism. Because Hong Kong was the first Chinese society to experience a fulI and direct encounter with consumerism from the West, this study reveals the terms of the initial adjustment of Chinese values and ideals in response to consumer imperatives
Advertising · Business · Capitalism · Classical economics · Consumer society · Consumerism · Economics · Gratification · Hang · Market economy · Media studies · Political science · Politics · Reading (process · Sociology · Engineering · Hong Kong and Taiwan Politics · Law · Psychology · Marketing
| Unique citing works | 2 |
|---|---|
| Citations per year | 0.09 |
| Citation span | 2004 - 2017 (14) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 2 |