Abstract
The objective of this study is to explore the similarities and differences of Asian advertising expressions fay utilizing various measurements of content analysis. Prime time TV commercials of four countries—Thailand, Singapore, USA, and Japan—were collected and analyzed from the viewpoints of visual, auditory, and message elements. No consistent similar patterns were found among these four countries' advertising. Implications for global advertisers were advanced.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Belk, Russell W., Wendy J.Bryce, and Richard W. Pollay. 1985. “Advertising Themes and Cultural Values: A comparison of U.S. and Japanese Advertising”. Proceedings of the Inaugural Meeting of the Southwest Asia Region, Academy of International Business, 11–20.
Chirapravati, M.L.V. 1996. “The Blossoming of Advertising in Thailand”. In Advertising in Asia. Amens, IW: Iowa State University Press, 223–240.
Laskey, Henry A., Ellen Day and Melvin R Crask. 1989. “Typology of Main Messages Strategies for Television Commercials.” Journal of Advertising 18(1):36–41.
Lin, Carolyn. 1992. “Cultural Differences in Message Strategies: A Comparison Between American and Japanese TV commercials.” Paper presented at the Advertising Division, Association in Education of Journalism and Mass Communication, Annual Conference, August 8–11, Montreal.
Ramaprasad, Jyotica and Kazumi Hasegawa. 1992. “Creative Strategies in American and Japanese TV Commercials” Journal of Advertising Research (January/February): 59–67.
Stern, Bruce and Alan J.Resnik. 1991. “Information Content in Television Advertising: A Replication and Extension.” Journal of Advertising Research 31(3): 36–46.
Stravens, Felix. 1996.“Advertising in Singapore”. In Advertising in Asia. Amens, IW: Iowa State University Press, 273–291.
Tanaka, Hiroshi. 1984. “Cultural Values in US and Japanese Magazine Advertising: A Comparative Content Analysis.” Unpublished master’s thesis, Journalism Graduate Studies, Southern Illinois University at Caibondale.
—, and Miki Iwamura. 1993. Kokoku Kokusai Hikaku-kenkyu no Tenbo: Hihan-teki Kento. (Review of international comparative studies in advertising: A critical perspective.), Kokoku Kagaku 27: 59–63.
Tse, David K., Russell Belk and Nan Zhou. 1989. “Becoming A Consumer Society: Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People’s Republic of China, and Taiwan.” Journal of Consumer Research 15: 457–472.
Weinberger, Marc G. and Harlan E. Spotts. 1989. “Situational View of Information Content in TV Advertising in the U.S. and UK.” Journal of Marketing 53: 89–94.
Zandpour, Fred. 1994. “Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising.” Journal of Advertising (September/October): 35–48.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Tanaka, H., Suzuki, H., Umetsu, Y., Tanaka, F., Yasue, M., Sodekawa, Y. (2015). Advertising Creative Strategies in Asia: A Cross-National Comparison of TV Commercial Expressions Among Thailand, Singapore, United States, and Japan. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_81
Download citation
DOI: https://doi.org/10.1007/978-3-319-17383-2_81
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17382-5
Online ISBN: 978-3-319-17383-2
eBook Packages: Business and EconomicsBusiness and Management (R0)