Reflections Of Culture：A Longitudial Advertising Appeals Analysis From Taiwan And America

• Main Authors: Weng-Jeng Jeng, 鄭文政
• Other Authors: Jen-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/94542112007037199817

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.