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.
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.
Sela Sar, U of M
NA - Advances in Consumer Research Volume 34 | 2007
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior
Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University