Advertising Appeals and Cultural Values of Video Advertising in Thailand (original) (raw)
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Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea
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Purpose -The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede's framework -uncertainty avoidance and masculinity/femininity. Design/methodology/approach -A sample of 803 prime-time television commercials from the two countries was analyzed using Cheng and Schweitzer's classification of advertising appeals. Findings -The results show that femininity is an important variable for explaining differences in advertising between Hong Kong and Korea. Both Hong Kong and Korean advertising show no difference in values of high uncertainty avoidance, although an appeal of high uncertainty avoidance was used more often in Korean advertising. However, values of low uncertainty avoidance are more prevalent in television commercials in Korea, a country of high uncertainty avoidance, than Hong Kong, a country of low uncertainty avoidance. It is also found that the correlation between product categories and cultural values is society-based. Originality/value -This study reveals that Hofstede's framework does explain cross-cultural differences between Hong Kong and Korea and provides empirical evidences for the impact of value paradoxes on advertising in both countries, suggesting that Hofstede's framework and the value paradoxes provide a possible theory for testing the relationship of the society and its advertising content within a culture as well as across cultures.
International Marketing Review, 2007
Purpose -The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions. Design/methodology/approach -A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and India) were telephone interviewed on their thoughts about the TV advertisement/s that they liked, product that was being advertised and purchase intention. Their responses were summarised into seven likeable executional techniques and product categories. Findings -There is not a specific likeable executional technique that influences a purchase in four of the five countries. India is the only country where significant but weak overall model fit observed. These results demonstrate that, while there are differences among the countries, people in the same cohort broadly share the same values. For product categories, our findings demonstrate that product nature may moderate cultural influence on advertising effectiveness. Practical implications -International advertisers who are vying for a share of the largely-untapped Asian market can benefit by understanding the target country's cultural values and using it as a guideline for creating effective executional techniques in advertising. Originality/value -This study extends the existing knowledge which demonstrates that, in Asia, persuasive executional techniques differ depending on the product category.
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IMPACTS OF CULTURAL ELEMENTS IN ADVERTISEMENTS: Researcher
Advertising is a commercial and impersonal marketing strategy to promote a sponsored idea or product. Ads are impersonal because they are not designed to reach a single person, but a group of people and large demographics (Beerthuizen et al. 2017). Television, newspapers, magazines, social media, and films are a form of Mass media that shape perceptions, attitudes, and behaviours of people on the basis of their genders, values, morals, beliefs, and ethics. Advertising is an important marketing tool for promoting and selling products and has become an integral part of the mass media. It conveys information from organizations, institutions and political movements based on information that helps to create valuable content for a specific action (Mazzei et al. 2010).