An analysis of the ethics of educational advertising in Chinese and European markets.
Written in 2007; 25,041 words; 34 sources; APA; $ 249.95
Paper Summary:
This paper investigates the ethical considerations considered to be the most important to consumers when advertising in countries where the market has mixed religious and secular moral traditions. Specifically, the study investigates what advice should be provided to client companies regarding marketing ethical sensitivities for Chinese customers. It compares the differences, if any, between Chinese and European markets in respect to the offensiveness of the execution of the promotional material. It then links this to religious affiliation, temporality orientation and polychronicity. A summary of the research, conclusions, and recommendations for business leaders in China and Europe are provided in the conclusion.
Table of Contents:
Introduction
Statement of the Problem
Purpose of Study
Importance of Study
Research Methodology
Rationale of Study
Overview of Study
Key Words
Review of the Related Literature
Data Analysis
Summary and Recommendations
From the Paper:
"4. As noted above, because Germany represents the largest trading partner with China of the current EU members, Chinese business leaders should concentrate on training their marketers in German customs and business practices - and the language itself wherever possible - and their German counterparts should likewise do the same for China according to the similar and dissimilar cross-cultural factors identified by Hofstede and their own empirical observations. Given the complexities of the Chinese language, and the polyglot of languages spoken throughout the European continent, and the enormity of the Chinese geographic area and its vast range of unique differences, though, it is reasonable to assume that a lingua franca of English and perhaps French in such marketing initiatives will continue to prevail for negotiating purposes, and there will be an increasing reliance on local national Chinese interpreters to help EU marketers better present their advertising materials in a fashion that is inoffensive to Chinese students' aesthetic and cultural sensibilities."
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