Individualism or Collectivism? Cultural Orientations in Chinese TV Commercials and Analysis of Some Moderating Factors.

Bibliographic Details
Published in:	Journalism & Mass Communication Quarterly Vol. 86; no. 3; pp. 630 - 654
Main Author:	Zhang, Yuan
Format:	Article
Published:	Association for Education in Journalism & Mass Communication Autumn2009
Subjects:	Advertising Television advertising Collectivism (Social psychology) Individualism China
Online Access:	View this record in EBSCOhost

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