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Details for article 5 of 6 found articles
| Title: |
Product and Execution Types of Advertisements in Taiwan with Cultural Considerations |
| Author: |
Hsu, Jane Lu Chang, Wei-Hsien Hung, Wei-Ching |
| Appeared in: |
Journal of Asia-Pacific business |
| Paging: | Volume 5 (2004) nr. 2 pages 83-98 |
| Year: |
2004-06-08 |
| Contents: |
Advertising is profoundly affected by cultural dimensions. Certain components utilized in advertisements can be acceptable in one culture but seem to be bizarre to a different society. This paper intends to classify advertisements in Taiwan using the content analysis. Execution types, product types, and local or foreign cultural influences are categorized using 1,547 advertisements collected from newspapers, magazines, and television in Taiwan. The most commonly applied execution type of advertisements in Taiwan is informational, followed by conceptual and emotional. Advertisements that can be seen more often in media are more likely to be recognizable to consumers. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 5 of 6 found articles
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