| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 82 === Content analysis was used to examine cultural values manifested
in advertising in Taiwan and America from 1969 to 1993. This
research attempts to understand the changing trends of cultural
values which are recongnized as a powerful force influencing
consumer behavior. Hofstede''s cultural dimensions were employed
for main categories. A total of 1,246 (Taiwan) and 1,000
(America) commercial magazine advertisings were collected. We
regard cross-cultural differiences, the values are increasing
or decreasing, the trends are converging or diverging, and
product involvement levels are also considered. Statistic
analysis of the data indicated that the singnif- icant
increasing of IDV, MAS, FEM are homogeneous trends and P.D,
UAI, IDV are converaging. But the MAS differences between two
countries will remain large over time. P.D, INF,TEC, UAI,
appeals were emphasized In high involvement product In Tiwan,
and American advertisements only AUT appeal was used more in
high involvement. Findings of this article have implications
for research of cross-culture and strategies of international
advertising.
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