2Pollay R W, Tse D, Wang Z Y. Advertising, Propaganda, and Value Change in Economic Development: The New Cul- tural Revolution in China and Attitude to- ward Advertising[J].Journal of Business Research, 1990, 20.
3Zhao X, Shen F.Audience Reaction to Commercial Advertising in China in the 1980s[J].International Journal of Advertising, 1995, 14.
4Zhou D, ZhangW, Vertinsky I Advertising Trends in Urban China[J] Journal of Advertising Research, 2002, 42 (3).
3[1]Alexander R S. Marketing Definitions. Chicago: American Marketing Association, 1965. 9
4[2]Belch G E. Advertising and Promotion 4th. Irwin McGraw-Hill, 1998. 1
5[5]Moore R L, Stephens L F. Some Communication and Demographic Determinants of Adolescent Consumer Learning. Journal of Consumer Research, 1975, 2(2): 80~92
6[6]Lutz R J. Affective and Cognitive Antecedents of Attitude Toward the Ad: a Conceptual Framework. In: Linda Alwitt, Andrew Mitchell ed. Psychological Processes and Advertising Effects. Hillsdale, 1985. 45~63
7[7]Zanot E. Public Attitudes toward Advertising: The American Experience. International Journal of Advertising, 1984, 3 (1): 29~46
8[8]Mittal B. Public Assessment of TV Advertising: Faint Praise and Harsh Criticism. Journal of Advertising Research, 1994, January/February: 35~53
9[9]Pollay R W, Mittal B. Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising. Journal of Marketing, 1993, 11(3): 99~114
10[10]O'Donohoe S. Attitudes to Advertising: A Review of British and American Research. International Journal of Advertising, 1995, 14: 245~261