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Globalization has amplified countries' connectivity and shifted marketing strategies. Some believe that these changes have sparked a global view toward products, known as Global Consumer Culture Positioning (GCCP). Conversely, some argue that there has only been a shift toward Western individualistic ideals within Eastern and Western cultures. The present study replicated and extended Lin's (2001) research on cultural values expressed in advertisements in China and the United States to determine what changes have occurred in product categories and cultural values since 1998. Further, the current study aimed to determine if these changes represent a shift toward individualism or GCCP. A total of 572 television commercials were analyzed from 3 U.S. and 3 Chinese networks. Results showed significant changes in the representation of cultural values toward GCCP for both U.S. and Chinese commercials between 1998 and 2014. The Chinese sample in the present study increased in individual/independence appeal (t = 9.07, p < .001, d= 1.02), and the United States sample increased in group/consensus appeal (t = 8.19, p < .001, d = 0.81). Results suggested that both cultures have started to represent cultural values in a unified structure depicting advertisements globally. Furthermore, a specific shift appears to have occurred toward the representation of similar values across different cultures in advertisements. [ABSTRACT FROM AUTHOR]