... were most salient in those cultures in Hofstede's cultural model. Cheng(1994) paid attention to the cultural content of advertising in China. Cheng and Schweitzer(1996) argued that Chinese advertising was more symbolic, and that there was an assimilation of Eastern and western cultural values in commercials. Although these studies represented only a small proportion of the total, ... . I will design the case study and prepare the questions on the basis of my research framework. The questions include: 1) Chinese perceptions of the brand name, logo, slogan, and the Chinese translation 2) ...

• Word Count: 3572
• Approx Pages: 14
• Has Bibliography