Shifting advertising appeals in Taiwan.

This empirical study provides insight on how to advertise effectively in the modern advertising industry of Taiwan, given the constraints faced by advertisers there. Based on the literature review and value paradoxes conceptual framework, it is hypothesized that advertising appeals in Taiwan tend to be dominated more by "westernized" cultural values than by Chinese traditional values. As such, there are relatively few market conditions that are viewed as substantial barriers to advertising. Based on 61 interviews with managing directors of advertising agencies in Taiwan, the hypothesis is supported and advertisers in Taiwan face constraints inherent in a modern advertising industry.

Main Author: Shao, Alan.
Other Authors: Raymond, Mary., Taylor, Charles.
Language: English
Published: 1999
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178902
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dc_source_str_mv Journal of Advertising Research 39(6), 1999, 61--69.
author Shao, Alan.
author_s Shao, Alan.
spellingShingle Shao, Alan.
Shifting advertising appeals in Taiwan.
author-letter Shao, Alan.
author_sort_str Shao, Alan.
author2 Raymond, Mary.
Taylor, Charles.
author2Str Raymond, Mary.
Taylor, Charles.
dc_title_str Shifting advertising appeals in Taiwan.
title Shifting advertising appeals in Taiwan.
title_short Shifting advertising appeals in Taiwan.
title_full Shifting advertising appeals in Taiwan.
title_fullStr Shifting advertising appeals in Taiwan.
title_full_unstemmed Shifting advertising appeals in Taiwan.
collection_title_sort_str shifting advertising appeals in taiwan.
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description This empirical study provides insight on how to advertise effectively in the modern advertising industry of Taiwan, given the constraints faced by advertisers there. Based on the literature review and value paradoxes conceptual framework, it is hypothesized that advertising appeals in Taiwan tend to be dominated more by "westernized" cultural values than by Chinese traditional values. As such, there are relatively few market conditions that are viewed as substantial barriers to advertising. Based on 61 interviews with managing directors of advertising agencies in Taiwan, the hypothesis is supported and advertisers in Taiwan face constraints inherent in a modern advertising industry.
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dc.title Shifting advertising appeals in Taiwan.
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Raymond, Mary.
Taylor, Charles.
dc.description This empirical study provides insight on how to advertise effectively in the modern advertising industry of Taiwan, given the constraints faced by advertisers there. Based on the literature review and value paradoxes conceptual framework, it is hypothesized that advertising appeals in Taiwan tend to be dominated more by "westernized" cultural values than by Chinese traditional values. As such, there are relatively few market conditions that are viewed as substantial barriers to advertising. Based on 61 interviews with managing directors of advertising agencies in Taiwan, the hypothesis is supported and advertisers in Taiwan face constraints inherent in a modern advertising industry.
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