This paper aims to examine metropolitan Chinese Generation Xers' attitude toward advertising and to determine whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai.
A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. Generation Xers residing in Hong Kong and Shanghai were selected as these two segments are politically more uniform now than before, share similar economic and business structures, and are exposed to the same goods and services. Respondents were first asked to recall three television advertisements they liked/disliked and give as many reasons as possible to explain why they liked/disliked them. They were also asked about their beliefs in advertising.
The results show that the respondents from both cities find advertising “interesting and entertaining”, but “devious”. In terms of likeable attributes, they like “entertaining”, while “style” is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations.
In this study, instead of requesting respondents to interpret what had appeared in the prints or commercials, it examines respondents' verbal descriptions of how they perceived television commercials. This method affords an opportunity to have respondents more freely express their thoughts and feelings about the topic under investigation.
