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Download full textNotar, Ellen Elms – 1993
In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made…
Descriptors: Advertising, Affective Behavior, Broadcast Industry, Consumer Protection
