Advertising Appeals and Cultural Values of Video Advertising in Thailand
DOI:
https://doi.org/10.33736/tur.1551.2020Abstract
In recent years, Thailand videos advertising is generally known as the leading producer of weep-worthy viral videos in the world. Reasons for Thailand advertisements to stand out from the rest is said to be because of its commonly used advertising appeals, and cultural values focused in majority of Thailand advertisements. This research aims to study advertising appeals and cultural values in Thailand video advertisements. Specifically, the research investigates the reflection of cultural value through advertising appeal through the executional framework in Thailand video advertisements. This exploratory research employs primarily the method of ethnography in order to understand how cultural values are reflected through the advertising appeals in video advertisements from Thailand. The result shows that the most commonly used advertising appeal are Family Appeal, followed by Health Appeal and Effective Appeal. In terms of cultural values, the result shows the Thailand’s advertisements are skewed slightly higher towards collectivism and femininity. Majority of the Thailand video advertisements are using executional framework of storytelling.
References
Albers-Miller, N. D., Gelb, B. D. (1996). Business advertising appeals as a mirror of cultural dimensions: a study of eleven countries. Journal of Advertising, 25(4), 65.
https://doi.org/10.1080/00913367.1996.10673512
Aqueel, N. (n.d.). Term paper of social effects of advertising portrayal of family life in advertising. Retrieved from https://www.scribd.com/doc/50299517/Term-Paper-on-Portrayal-of-Family-Life-in-Advertising.
Baack, D., Clow, K. C. (2016). Intergrated Advertising, Promotion, and Marketing Communications (7th ed.). Harlow, United Kingdom: Pearson.
Davidson, N. (2015). Why are Thai corporate videos so emotional? Retrieved from https://mwpdigitalmedia.com/ blog/thai-corporate-videos-emotiona.
Escolar, R. E. (2009). "Ad-ding" it all up: identifying the Thai advertising industry's success drivers. Chazen Web Journal of International Business, 1.
Harada, Y. & Coetzee, W. (2017). A Cultural Comparison of Business Practices in Thailand and Japan with Implications for Malaysia. Cogent Social Sciences, 3(1), 5.
https://doi.org/10.1080/23311886.2017.1370994
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1), 10.
https://doi.org/10.9707/2307-0919.1014
Pollay, R. W. (1983). Measuring the Cultural Values Manifest in Advertising. Current Issues and Research in Advertising, 6(1), 71-92.
Rajendran, L., Thesinghraja, P. (2014). The impact of new media on traditional media. Middle-East Journal of Scientific Research, 22(4), 609-616.
Swain, J. J., Tanabe, C. M. (2009). Thailand. Retrieved from https://www.pdx.edu/multicultural-topics-communication-sciences- disorders/thailand.
Syed, J., Kramar, R. (2017). Human Resource Management: A Global and Critical Perspective (2nd ed.). London, England: Palgrave.
https://doi.org/10.1057/978-1-137-52163-7
Williams, P. (2000). The impact of emotional advertising appeals of consumer implicit and explicit memory: an accessibility/ diagnosticity perspective. 4-6.
Young, S. M., Chan, K. (2004). Advertising appeals and cultural values in television commercials: A comparison of Hong Kong and Korea. Department of Communication Studies Journal Articles, 4-6.
Downloads
Published
How to Cite
Issue
Section
License
Copyright Transfer Statement for Journal
1) In signing this statement, the author(s) grant UNIMAS Publisher an exclusive license to publish their original research papers. The author(s) also grant UNIMAS Publisher permission to reproduce, recreate, translate, extract or summarize, and to distribute and display in any forms, formats, and media. The author(s) can reuse their papers in their future printed work without first requiring permission from UNIMAS Publisher, provided that the author(s) acknowledge and reference publication in the Journal.
2) For open access articles, the author(s) agree that their articles published under UNIMAS Publisher are distributed under the terms of the CC-BY-NC-SA (Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License) which permits unrestricted use, distribution, and reproduction in any medium, for non-commercial purposes, provided the original work of the author(s) is properly cited.
3) For subscription articles, the author(s) agree that UNIMAS Publisher holds copyright, or an exclusive license to publish. Readers or users may view, download, print, and copy the content, for academic purposes, subject to the following conditions of use: (a) any reuse of materials is subject to permission from UNIMAS Publisher; (b) archived materials may only be used for academic research; (c) archived materials may not be used for commercial purposes, which include but not limited to monetary compensation by means of sale, resale, license, transfer of copyright, loan, etc.; and (d) archived materials may not be re-published in any part, either in print or online.
4) The author(s) is/are responsible to ensure his or her or their submitted work is original and does not infringe any existing copyright, trademark, patent, statutory right, or propriety right of others. Corresponding author(s) has (have) obtained permission from all co-authors prior to submission to the journal. Upon submission of the manuscript, the author(s) agree that no similar work has been or will be submitted or published elsewhere in any language. If submitted manuscript includes materials from others, the authors have obtained the permission from the copyright owners.
5) In signing this statement, the author(s) declare(s) that the researches in which they have conducted are in compliance with the current laws of the respective country and UNIMAS Journal Publication Ethics Policy. Any experimentation or research involving human or the use of animal samples must obtain approval from Human or Animal Ethics Committee in their respective institutions. The author(s) agree and understand that UNIMAS Publisher is not responsible for any compensational claims or failure caused by the author(s) in fulfilling the above-mentioned requirements. The author(s) must accept the responsibility for releasing their materials upon request by Chief Editor or UNIMAS Publisher.
6) The author(s) should have participated sufficiently in the work and ensured the appropriateness of the content of the article. The author(s) should also agree that he or she has no commercial attachments (e.g. patent or license arrangement, equity interest, consultancies, etc.) that might pose any conflict of interest with the submitted manuscript. The author(s) also agree to make any relevant materials and data available upon request by the editor or UNIMAS Publisher.
