A Correlational Study of Foreign Codes, Advertising Appeals, and Cultural Values in Taiwan's TV Commercials

Autor: Kuo-chun Huang, 黃國峻
Rok vydání: 2007
Druh dokumentu: 學位論文 ; thesis
Popis: 95
Under the influence of the trend of globalization in recent decades, the foreign codes in Taiwan�Ss TV commercials have emerged in an endless stream. For example, the triangular rice ball advertising in 7-11 used Japanese style and the �cJust do it�c in Nike advertising fit people�Ss taste etc. The phenomenon triggers the motive of this study; on the other hand, Advertising Appeals is the subject and the core matter of the tactic in advertising producers who produce the advertising. For sure, it does not depart from foreign codes; simultaneously advertising is a kind of deliverer of cultural values, and it shows the changeful cultural values. Through the analysis of cultural values in the advertising, people can seek the variation of cultural values. Therefore, the main treat of this study is the usable circumstances of foreign codes in Taiwan�Ss Advertising, and understanding the ideas & the messages from those ads. Then the study explored these cultural vales which include in television advertising. The study uses content analysis which analyzes 360 Taiwan�Ss TV commercials since 2001 to 2006, and it focuses on the relationships between foreign codes, advertising appeals, and cultural values; it takes product category into extraneous variable. It adopts Hofstede�Ss model -- Power distance, Uncertainty Avoidance, Individualism, Collectivism, Masculinity, Femininity, -- to be the basis of analysis the cultural values in the advertising.（Hofstede，1980；1983；1984；1991） The results are the following: 1. It is very popular to use foreign codes in the TV commercials. 60% of the TV commercials are using them. In particular, foreign languages and foreigners appear most two often on the ads in respectively. Furthermore, durable product types advertising have the highest ratio. 2. The greater the usage of the foreign codes, the higher the level of emotional appeals would be transmitted through the ads. In other words, the lower the level of rational appeals would be transmitted. However, regarding to what the degree of rational appeals will be transmitted, it depends on the type of the product as well, not necessarily on the usage of foreign codes. 3. The greater the usage of the foreign codes, the higher the level of Individualism and Femininity are involving. Also, the level of Power distance and Masculinity might increase as well. However, regarding to what the degree of Power distance and Masculinity will be transmitted, it depends on the type of the product as well, not necessarily on the usage of foreign codes. Accordingly, not all of the characteristic cultural value influence by foreign codes; advertising which include foreign codes coexists with following diverse characteristic of cultural values, it only has difference in degree. The advertising has more foreign codes than others also will show more self-concepts or more individual style, and it doesn�St have restrain which means it will be free and unrestrained. Also foreign codes attach importance to make an ambiance, emphasize beauty and youth, and appear leisurely or comfortable life style. 4. The cultural values in Taiwanese advertising have a tendency towards some capitalist society country�Ss cultural values, for example England and the United State. Consequently, the study�Ss inference is that Taiwan where has been globalization in recent years effects by freedom and democracy in capitalist society. In this process, foreign codes become a very important role, and it maybe possibility effect part of local cultural extended change and influence unobtrusively and imperceptibly by indirectness, invisibility or emotions. The trend claims our attention is if the characteristic in traditional Chinese Confucian�Ss values have been changing by globalizations or capitalist society cultural vales.
Databáze: Networked Digital Library of Theses & Dissertations
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