How Chinese Children's Commercials Differ from Those of the United States: A Content Analysis

Abstract

A content analysis was conducted of children's television commercials from China and the United States that were recorded over a period of eighteen months. We describe how the content of the two sets of commercials differs and the underlying reasons for the differences, including cultural, economic, and social conditions. The results suggest that, for the most part, Chinese children's commercials reflect China's traditional cultural values and its social and economic development level. However, the analysis was able to detect a shifting in power in Chinese society from the elderly to the young, resulting mainly from its one-child policy implemented during the past two decades. We also found some evidence of Western values creeping into Chinese children's commercials. Limitations are noted, and suggestions are offered for additional research that will corroborate these findings.