Changes in language use and value appeals under political transition Hong Kong advertising 1991–5

Abstract

Hong Kong is the advertising capital of Asia, but its return to China has raised doubts as to how the city can maintain its leadership position in the region. The industry must cope with the anxiety of consumers suffering from the ‘incompetent new boss syndrome’. This article studies the cultural changes of Hong Kong advertising with a longitudinal analysis of advertisements published between 1991 and 1995. The results show an emerging polarized use of language between local and foreign ads. Local products show an increase in the use of Chinese‐only ads, while foreign products show an increase in the use of English‐only. In general, mixed use of English and Chinese is the mode of practice. There was an overall decline in the usage of both traditional and Western appeals as advertising gravitates toward a more informative style. The only traditional appeal that has seen more frequent use is that of economy, reflecting the industry's response to the period of recession.