A Comparative Study of The Environmental Advertising in China and U.S : A Cross-cultural Perspective

Abstract

This study analyzes environmental advertising in the United States and China within a cultural value dimension framework. A detailed content analysis shows that U.S. environmental advertising uses images of harmony or humor to appease a deep fear aroused by radical environmental rhetoric. Culture values reflected in the environmental advertising of the United States are of high individualism, anxiety-free, and are less emotional. In contrast, Chinese environmental advertising tends to arouse public anxiety so that due action can be taken. Culture values reflected in the environmental advertising of China are of high collectivism, arousing anxiety and aggressiveness, and are emotional.