2Chan Kara K W (1995) "Information Content of Television Advertising in HongKong and China", Journal of Asian Pacific Communication, 6(4): 231-244.
3Cheng, Hong (1994) . "Reflections of Cultural Values: A Content Analysis of Chinese Magazine Advertisements from 1982 and 1992", International Journal of Advertising, 13 (2) : 167 - 83.
4Cheng, Hong and John C. Schweitzer (1996) . "Cultural Values Reflected in Chinese and U. S. Television Commercials", Journal of Advertising Research, 36 (3): 27-44.
5Cheng, Hong ( 1997 ) . "Toward an Understanding of Cultural Values Manifest in Advertising: A Content Analysis of Chinese Television Commercials in 1990 and 1995" .Journalism Quarterly, 74 (4): 773-96.
6Frith. Katherine T. and Michael Frith (1990) . "Western Advertising and Eastern Culture; The Confrontation in Southeast Asia", in James H. Leigh and Claude Martin Jr. (ecks.) Current Issues and Research in Advertising.Ann Arbor, Mich: University of Michigan Graduate School of Business Division of Research.
7Ka.s.sarjian, Harold H. (1977) . "Content Analysis in Consumer Research", Journal of Consumer Research, 4 (June) : 8 - 18.
8Leiss, William, Stephen Kline and Sut Jhally (1990) . Social Communication in Advertising: Persons, Products and Images of Well - Being. 24^nd.ed. Ontario: Nelson, Canada.
9Mclntyre Bryce T. and Wei Ran (1998) . "Value Changes in Chinese Advertisements from 1979 to 1995 A Longitudinal Study", Asian Journal of Communication, 8 (2) : 18 - 40.
10Mueller, Barbara (1987) . "Reflections of Cultrue: An Analysis of Japaneseand American Advetising Appeals", Journal of Advertising Research, (June/July): 51 9.
