Comparative Content Analysis of Thai and Vietnamese Ads, 1994 and 2004

Abstract Thai and Vietnamese print advertisements were content analyzed to examine how content and advertising expression differed in the two countries at two different time periods, 1994 and 2004. Analysis focused on traditional Eastern and Western, and Informational and Emotional appeals. As hypothesized, Vietnamese ads contained more traditional and informational appeals than Thai ads, while Thai ads were found to contain fewer informational and traditional Eastern appeals than Vietnamese ads. Implications for practitioners and theoreticians are discussed.



Citation:

Sela Sar (2007) ,"Comparative Content Analysis of Thai and Vietnamese Ads, 1994 and 2004", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 428-435.

Authors

Sela Sar, U of M



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.