政大學術集成


Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/56977


Title: How people tell an ad story: Western vs. Asian styles
Authors: Ching, Chingching
張卿卿
Contributors: 政大廣告系
Keywords: advertising/public relations;content analysis;strategic communication
Date: 2012
Issue Date: 2013-02-22 14:53:39 (UTC+8)
Abstract: The likelihood that people tell stories in advertising, as well as the type of stories they tell, may reflect their cultural variation. A content analysis shows that commercials in Taiwan are more likely to employ narrative appeals than are commercials in the United States, and the story structures in Taiwanese commercials are less likely to be well-developed. Narrative ads in the two cultures also differ on three content dimensions: problems to be solved, psychological benefits from solving the problem, and the emotion experienced in the process. The discussion of such differences relies on an integrated explanatory framework.
Relation: Asian Journal of Communication, 22, 235-252
Data Type: article
DOI link: http://dx.doi.org/10.1080/01292986.2012.681662
Appears in Collections:[Department of Advertising] Periodical Articles

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