Anzeige
Erschienen in:
2015 | OriginalPaper | Buchkapitel
Advertising Creative Strategies in Asia: A Cross-National Comparison of TV Commercial Expressions Among Thailand, Singapore, United States, and Japan
verfasst von : Hiroshi Tanaka, Hiroe Suzuki, Yumiko Umetsu, Fumie Tanaka, Mariko Yasue, Yoshiyuki Sodekawa
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
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.