| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 102 === Advertising in foreign markets has long remained a crucial issue among scholars and firms alike. This is primarily due the differences in cultural values across countries, which call for adaptations in how advertisements are designed. Despite the presence of extensive literature on advertising and cultural values, some issues remain to be explored. Arguably, chief among them is the advertising practices of firms in the context of depicting cultural values in developing countries, such as Mongolia. Thus, the purpose of this research is to explore what cultural values are depicted in the television commercials in Mongolia and to investigate if the cultural values depicted correspond to the Mongolian culture. The research analyzed 180 television commercials drawn from six Mongolian television channels using the content analysis method. The findings suggests that firms primarily employ the Mongolian cultural values of collectivism and high-context communication along with other local elements in television commercials. The results also suggest that there is a difference in use of cultural values along the lines of firm nationality and product categories. The results provide insights into the issue and outline scholarly and managerial implications. The research is a novel attempt to uncover the state of the cultural sensitivity of Mongolian television advertising. The research contributes to the knowledge on the Mongolian culture and consumption values, and the research may be applied to other developing markets, which given the current pace of globalization, will be the sought after markets of the future.
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