Political advertising in Taiwan and the USA cross-cultural comparison of the 1996 president election campaigns

Abstract

This study applies Hall`s (1977) culture-context theory and Hofstede`s (1991) individualistic/collectivistic aspects of cultural differences to understand how content and appeals of political advertising in Taiwan and the US differ. The aspects examined included the presence of direct and indirect attacks, the presentation of issues, types of settings, and the use of metaphors, symbols, and songs. Analyses showed that most of the findings were consistent with cultural expectations.