A Comparative Analysis of Cultural Values in U.S. and Taiwanese Television Advertising PDF Download
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Author: Kewei Qian
Publisher:
ISBN:
Category :
Languages : en
Pages : 190
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Book Description
Author: Kewei Qian
Publisher:
ISBN:
Category :
Languages : en
Pages : 190
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Book Description
Author: Freidoun Zandpour
Publisher:
ISBN:
Category : Television advertising
Languages : en
Pages : 28
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Book Description
Author: Yajuan Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 112
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Book Description
This study explores the cultural values as reflected in Chinese and U.S Television commercials. Specifically, it content analyzed 805 Chinese television commercials and 1045 U.S. television commercials to see if the typology of individualism and collectivism framework developed by Triandis is reflected in them. Results indicated that the typology of individualism and collectivism was indeed reflected in the advertising from the two countries. Specifically, horizontal collectivism predominated in China while vertical individualism was prevalent in the U.S. The limitation of the current study was discussed and the suggestions for further research were presented
Author: Irene Chen
Publisher:
ISBN:
Category :
Languages : en
Pages : 102
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Book Description
Many studies had confirmed that commercials from different cultures reflected different cultural values. Most previous studies examined this issue with the concept of individualism and collectivism. However, none of them sought to explore this idea with Triandis (1995)'s four typologies of individualism and collectivism, which were horizontal individualism, vertical individualism, horizontal collectivism and vertical collectivism. In this research, a content analysis was carried out to examine how commercials of Taiwan and the U.S. reflected its cultures respectively. Results showed that Taiwan commercials reflected more horizontal individualistic and vertical collectivistic values while the U.S commercials reflected more vertical individualistic values. Besides, product use conditions had a great effect on the use of advertising appeals in Taiwan. Commercials of personally used products tended to apply more individualistic values while shared products applied more collectivistic values.
Author: Hong Cheng
Publisher: John Wiley & Sons
ISBN: 1118378458
Category : Language Arts & Disciplines
Languages : en
Pages : 574
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Book Description
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author: Tsuey-Yuan Hshieh
Publisher:
ISBN:
Category : Advertising, Magazine
Languages : en
Pages : 168
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Book Description
Author: Irene Chen
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Many studies had confirmed that commercials from different cultures reflected different cultural values. Most previous studies examined this issue with the concept of individualism and collectivism. However, none of them sought to explore this idea with Triandis (1995)'s four typologies of individualism and collectivism, which were horizontal individualism, vertical individualism, horizontal collectivism and vertical collectivism. In this research, a content analysis was carried out to examine how commercials of Taiwan and the U.S. reflected its cultures respectively. Results showed that Taiwan commercials reflected more horizontal individualistic and vertical collectivistic values while the U.S commercials reflected more vertical individualistic values. Besides, product use conditions had a great effect on the use of advertising appeals in Taiwan. Commercials of personally used products tended to apply more individualistic values while shared products applied more collectivistic values.
Author: Gerard J Tellis
Publisher: SAGE
ISBN: 1446265900
Category : Business & Economics
Languages : en
Pages : 513
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Book Description
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Analyzing 549 advertisements in Chinese and U.S. womenâs fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in womenâs fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
Author: Nabilah Abu Bakar
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
This study compares the cultural values in television advertising between Malaysia and the United States. Malaysia is a growing Muslim nation with a diverse population that has a number of ethnic groups with their own individual habits and traditions. United States is Malaysia's fourth largest trading partner. With the growing relationship between the two countries, it is important that companies and advertisers understand the cultural differences and similarities of both countries. This study used a content analysis method, where commercials were taken from television media channels of both countries during their prime time over the period of September 2014. Cheng and Schweitzer's (1996) modified version of 32 cultural values are used for coding. The study indicated that Malaysia portrayed similar to cultural values from the American advertisements. Thus, the results showed no significant differences in cultural values of TV ads of both countries due to modernization of Malaysia in the last two decades. These findings are consistent with Khairullah and Khairullah's (2013) results, where they concluded that the Indian society is adopting Western cultural values, thus suggesting modernization. The findings contribute to the debate of localization versus standardization in global marketing.
