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In this review I will contrast and compare two sources on advertising in China, one is Research on Advertising in Mainland China: A Review and Assessment (Leo et al. 2000), and the other one is An Old Industry in a New Era-Chinese Advertising (Xia, 2000). I will also analyze how the findings from these studies would be relevant to Focus Media, a leading Chinese outdoor advertising company that installs LCD (Light Emitting Diode) in many places such as central business district, the elevator of the office building, VIP room in Chinese airport, broadcasting ads to audience.

Leo et al. (2000) provides a literature review examining “21 leading journals that are considered as potential publication outlets for Marketing or advertising studies” (Leo et al. 2000) related to the Chinese advertising industry from 1979 to 1998. The authors conclude that the volume and quality of those publications and researches on Chinese advertising industry are still at a low level and need significant improvement.
Xia (2000) introduces the development situation of advertising industry in China to those international advertising agencies during a similar period to Leo et al (2000). He analyzes the current situation of china’s advertising industry through using PEST and SWOT methods. What is more, he shows the cultural difference between China and the western countries, which is very important for those who want to enter Chinese market.

Comparing these two sources, there are a number of similarities. Firstly, both of them introduce the current Chinese economy and the situation of advertising industry. They take many statistics such as the China’s GDP growth rate, the growth rate of advertising expenditure in Chinese mainland, the number https://www.51lunwen.org/advertising/ of people hired by the advertising industry, to prove that both China’s economy and advertising industry are developing fast. However, Leo et al (2000) use more statistics than Xia (2000).

Secondly, both sources mention the importance of building up branding images, which is important for manufactures to have a sustainable development in China. Chinese residents earn more money nowadays and are more willing to buy the products with well known brands even when these are expensive. Building up the brand images is important to enterprises, which can help improve their competitiveness in the market.

Thirdly, both the sources show some deficiencies that existed in the advertising industry. However, they claim different aspects. Xia shows the competition is increasingly severe as the entry barrier is comparatively low. How to better serve our customers, how to better satisfy the advertisers’ needs is becoming the bottleneck for advertising companies’ survival and development. What the Leo et al (2000) show is that Chinese government implements tight control on advertising content, some creative works can even be refused by Chinese government without clear reasons.

There are also some differences between the two sources. Firstly, Xia’s article illustrates some distinctive characters of Chinese advertising market while Leo does not do it. According to Xia (2000, p43), Chinese people always like to follow others’ opinion while the western culture advocate individuality. They always think that if many others buy that product, it must be worth to buy. What is more, Xia (2000, p43) notes that Guanxi networks i本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。