"Among Us" Talk Series

What Do Chinese Consumers React to in Advertising? Answered at the BAUKEM Event

As part of its "Among Us" talk series organized in cooperation with the Faculty of Communication, the Bahçeşehir University Creative Industries Application and Research Center (BAUKEM) hosted Prof. Dr. Kara Chan from Hong Kong Baptist University.

At the event, Prof. Dr. Kara Chan met with students and academics through her presentation titled "What kinds of advertising are offensive to Chinese consumers?" (.

The "3M Framework" for Understanding Consumer Sensitivity

Today, understanding consumer sensitivities and respecting cultural codes has become more important than ever for both global and local brands. In her talk, Prof. Dr. Kara Chan introduced the "3M Framework", which helps identify these sensitivities.

Prof. Chan highlighted a striking point with the data she presented: for consumers, what causes discomfort is usually not the advertised product itself (Matter). Rather, the way the advertisement is presented and executed (Manner) carries a much higher risk, especially in the context of cultural identity, and can create an "offensive", that is, disturbing, perception among consumers.

The event, which attracted great interest, ended with an interactive discussion session in which participants' questions were answered. As BAUKEM, we would like to thank Prof. Dr. Kara Chan for sharing these valuable insights into the world of global advertising, and everyone who contributed to the event.