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題名 本地化玉米餅：台灣多力多滋傳播策略案例研究
Localizing the tortilla chips: a case study of Doritos` communicative strategies in Taiwan
作者 加何塞
García, José Manuel Galiano
貢獻者 蕭宏祺
Shiau, Hongchi
加何塞
José Manuel Galiano García
關鍵詞 文化層面
文化
文化價值
價值悖論
營銷上訴
產品設計
交際策略
Hofstede`s cultural dimensions
Culture
Cultural values
Value paradox
Marketing appeals
Product design
Communicative strategie
日期 2017
上傳時間 31-Jul-2017 11:15:53 (UTC+8)
摘要 無
This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.
參考文獻 Arellano, G. (2012). Taco USA: How Mexican Food Conquered America: Simon and Schuster.
Belk, R. W. (1990). The role of possessions in constructing and maintaining a sense of past. NA-Advances in Consumer Research Volume 17.
Belk, R. W., Bryce, W. J., & Pollay, R. W. (1985). Advertising themes and cultural values: a comparison of US and Japanese advertising. Paper presented at the Proceedings of the Inaugural Meeting of the Southeast Region, Academy of International Business, Hong Kong.
Bello, D. C., Pitts, R. E., & Etzel, M. J. (1983). The communication effects of controversial sexual content in television programs and commercials. Journal of Advertising, 12(3), 32-42.
Beugelsdijk, S., Maseland, R., & Hoorn, A. (2015). Are scores on Hofstede`s dimensions of national culture stable over time? A cohort analysis. Global Strategy Journal, 5(3), 223-240.
Boddewyn, J. J., Soehl, R., & Picard, J. (1986). Standardization in international marketing: is Ted Levitt in fact right? Business Horizons, 29(6), 69-75.
Campbell, S. (2010). Comparative case study. Encyclopedia of case study research, 1, 174-176.
Collier, D., & Mahoney, J. (1996). Insights and pitfalls: Selection bias in qualitative research. World Politics, 49(01), 56-91.
Corbie, D. (2007, Jan 27, 2007). Review: Mario Kart 64. Retrieved from http://www.nintendolife.com/reviews/n64/mario_kart_64
Cravioto, R. O., Anderson, R. K., Lockhart, E. E., Miranda, F., & Harris, R. S. (1945). Nutritive value of the Mexican tortilla. American Association for the Advancement of Science. Science, 102, 91-93.
De Mooij, M. (2010). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising: Consequences for Global Marketing and Advertising: Sage.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes: Sage Publications.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85-110.
Esqueda de Vielma, S. (2007). Especificidades culturales presentes en Iberoamérica y su incidencia en las razones de uso-consumo de los productos y en la preferencia de actividades de ocio: un estudio exploratorio.
Frey, L. R., Botan, C. H., & Kreps, G. L. (2007). Textual analysis. Communication research methods: Quantitative and qualitative approaches, 561-592.
Friedman, L. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. Forbes.
Goodrick, D. (2014). Comparative case studies. Methodological Briefs: Impact Evaluation, 9.
Gregory, G. D., & Munch, J. M. (1997). Cultural values in international advertising: An examination of familial norms and roles in Mexico. Psychology and Marketing, 14(2), 99-119. doi:10.1002/(SICI)1520-6793(199703)14:2<99::AID-MAR1>3.0.CO;2-I
Gudykunst, W. B., & Ting-Toomey, S. (1988). Culture and affective communication. American behavioral scientist, 31(3), 384-400.
Han, S.-P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4), 326-350.
Hofstede, G. (1984). Culture`s consequences: International differences in work-related values (Vol. 5): sage.
Hofstede, G. (1998a). Masculinity and femininity: The taboo dimension of national cultures (Vol. 3): Sage.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.
Hofstede, G. (2016). Mexico in comparison with Taiwan. Retrieved from https://geert-hofstede.com/mexico.html
Hofstede, G., Hofstede, G. J., & Minkov, M. (1991). Cultures and organizations: Software of the mind (Vol. 2): Citeseer.
Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. NA-Advances in Consumer Research Volume 18.
Hui, H., & Triandis, H. (1990). Multimethod probes of individualism and collectivism. Journal of personality and social psychology, 59(5), 1006-1020.
Levitt, T. (1983). The Globalization of Markets," Harvard Business Review May—June. P92, 102.
Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83-94.
Lin, Y., Koroglu, D., & Olson, L. (2012). The Influence of Cultural Values in Advertising: Examples from China and The United States. Paper presented at the Internafional Conference on Communicafion, Media, Technology and Design.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224.
MBASchool. (2016). Doritos SWOT Analysis, USP & Competitors. Retrieved from http://www.mbaskool.com/brandguide/food-and-beverages/5739-doritos.html
Minkov, M. (2012). World values survey. The Wiley-Blackwell Encyclopedia of Globalization.
Moraes, R. (2003). UMA TEMPESTADE DE LUZ: A COMPREENSÃO POSSIBILITADA PELA ANÁLISE TEXTUAL DISCURSIVA A storm of light: comprehension made possible by discursive textual analysis. Ciência & Educação, 9(2), 191-211.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice: Pearson Australia.
Northrup, L. (2014). Doritos Means “Little Golden Things,” And They Were Invented At Disneyland. Retrieved from https://consumerist.com/2014/01/31/doritos-means-little-golden-things-and-they-were-invented-at-disneyland/
Pasadeos, Y., & Chi, M.-C. (1992). Traditional vs. Western appeals in Chinese magazine advertisements: Hong Kong and Taiwan. Paper presented at the Proceedings of the 1992 Conference of the American Academy of Advertising, Toronto: Nelson.
Piaster, C., & Arn, S. (2001). From Innocence to Irreverence—Marketing a Contradictory Brand. International Journal of Advertising and Marketing to Children, 3(1), 31-38.
Qing, S. (2014). Jam Hsiao to release latest album "The Song". Xinhua News. Retrieved from http://news.xinhuanet.com/english/photo/2014-06/04/c_133383981.htm
Ros, M., & Schwartz, S. H. (1995). Jerarquía de valores en países de la Europa Occidental: Una comparación transcultural. Reis, 69-88.
Sackmann, S. A. (1997). Cultural complexity in organizations: Inherent contrasts and contradictions: Sage Publications, Inc.
Sar, S., & Rodriguez, L. (2014). The effectiveness of appeals used in Cambodian and Vietnamese magazine ads. Asian Journal of Communication, 24(6), 529-548.
Schultz, E. J. (2013). Doritos Launches First Global Campaign. Retrieved from http://adage.com/article/news/doritos-launches-global-campaign/240173/
Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of personality and social psychology, 58(5), 878.
Shimp, T. A. (1997). Advertising promotion, and supplemental aspects of integrated marketing communications. Journal of Database Marketing, 5, 198-199.
Tayeb, M. (2001). Conducting research across cultures: Overcoming drawbacks and obstacles. International Journal of Cross Cultural Management, 1(1), 91-108.
Triandis, H. C., Brislin, R., & Hui, C. H. (1988). Cross-cultural training across the individualism-collectivism divide. International journal of intercultural relations, 12(3), 269-289.
Trompenaars, F., & Hampden-Turner, C. (2011). Riding the waves of culture: Understanding diversity in global business: Nicholas Brealey Publishing.
Univision. (2016). Trending. Por qué Doritos eligió a Walter Mercado para protagonizar el comercial más surrealista de 2016. Retrieved from http://www.univision.com/estilo-de-vida/trending/por-que-doritos-eligio-a-walter-mercado-para-protagonizar-el-comercial-mas-surrealista-de-2016
Usunier, J.-C., Lee, J. A., & Lee, J. (2005). Marketing across cultures: Pearson Education.
Ward, A. (2016). 11 Bold Facts About Doritos. Retrieved from http://mentalfloss.com/article/67799/11-bold-facts-about-doritos
Yin, R. (1994). Case study research: Design and methods . Beverly Hills: CA: Sage publishing.
Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products` use conditions. Journal of Advertising, 25(3), 29-46.
Zimmermann, K. A. (2015). What Is Culture? | Definition of Culture. LiveScience. Retrieved from http://www.livescience.com+21478-what-is-culture-definition-of-culture.html/
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
104461015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1044610151
資料類型 thesis
dc.contributor.advisor 蕭宏祺zh_TW
dc.contributor.advisor Shiau, Hongchien_US
dc.contributor.author (Authors) 加何塞zh_TW
dc.contributor.author (Authors) José Manuel Galiano Garcíaen_US
dc.creator (作者) 加何塞zh_TW
dc.creator (作者) García, José Manuel Galianoen_US
dc.date (日期) 2017en_US
dc.date.accessioned 31-Jul-2017 11:15:53 (UTC+8)-
dc.date.available 31-Jul-2017 11:15:53 (UTC+8)-
dc.date.issued (上傳時間) 31-Jul-2017 11:15:53 (UTC+8)-
dc.identifier (Other Identifiers) G1044610151en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111518-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 104461015zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.en_US
dc.description.tableofcontents Chapter One - Introduction 1
Chapter Two - Literature Review 4
2.1 Culture 4
2.2 Culture Comparison Study 4
2.3 Hoefstede Cultural Dimensions 6
2.4 Scores for Mexico and Taiwan 8
2.5 Individualism and Collectivism 10
2.6 Advertising Appeals 12
2.7 Value Paradox 14
2.1 R.Q. 1 15
2.2 R.Q. 2 15
Chapter Three - Methodology 16
3.1 Comparative Case Study 16
3.2 Presentation of Results and Analysis 17
3.3 Textual Analysis 18
3.4 Sampling 20
Chapter Four - Case Study 21
4.1 Brand Story - Doritos “Little bits of gold” 21
4.2 Marketing Campaing For the Bold. 23
4.3 Analysis 24
4.3.1. Sex Appeal 24
4.3.2. Nostalgic Appeal 26
4.3.3. Musical Appeal 31
4.4 Packaging and Flavors 41
Chapter Five - Discussion 44
5.1 Discussion 44
5.2 Limitations and Recommendations for Future Research 47
Chapter Six - Conclusion 49
Appendices 56
Appendix 1: Sampled Ads 56		zh_TW
dc.format.extent 9521872 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1044610151en_US
dc.subject (關鍵詞) 文化層面zh_TW
dc.subject (關鍵詞) 文化zh_TW
dc.subject (關鍵詞) 文化價值zh_TW
dc.subject (關鍵詞) 價值悖論zh_TW
dc.subject (關鍵詞) 營銷上訴zh_TW
dc.subject (關鍵詞) 產品設計zh_TW
dc.subject (關鍵詞) 交際策略zh_TW
dc.subject (關鍵詞) Hofstede`s cultural dimensionsen_US
dc.subject (關鍵詞) Cultureen_US
dc.subject (關鍵詞) Cultural valuesen_US
dc.subject (關鍵詞) Value paradoxen_US
dc.subject (關鍵詞) Marketing appealsen_US
dc.subject (關鍵詞) Product designen_US
dc.subject (關鍵詞) Communicative strategieen_US
dc.title (題名) 本地化玉米餅：台灣多力多滋傳播策略案例研究zh_TW
dc.title (題名) Localizing the tortilla chips: a case study of Doritos` communicative strategies in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Arellano, G. (2012). Taco USA: How Mexican Food Conquered America: Simon and Schuster.
Belk, R. W. (1990). The role of possessions in constructing and maintaining a sense of past. NA-Advances in Consumer Research Volume 17.
Belk, R. W., Bryce, W. J., & Pollay, R. W. (1985). Advertising themes and cultural values: a comparison of US and Japanese advertising. Paper presented at the Proceedings of the Inaugural Meeting of the Southeast Region, Academy of International Business, Hong Kong.
Bello, D. C., Pitts, R. E., & Etzel, M. J. (1983). The communication effects of controversial sexual content in television programs and commercials. Journal of Advertising, 12(3), 32-42.
Beugelsdijk, S., Maseland, R., & Hoorn, A. (2015). Are scores on Hofstede`s dimensions of national culture stable over time? A cohort analysis. Global Strategy Journal, 5(3), 223-240.
Boddewyn, J. J., Soehl, R., & Picard, J. (1986). Standardization in international marketing: is Ted Levitt in fact right? Business Horizons, 29(6), 69-75.
Campbell, S. (2010). Comparative case study. Encyclopedia of case study research, 1, 174-176.
Collier, D., & Mahoney, J. (1996). Insights and pitfalls: Selection bias in qualitative research. World Politics, 49(01), 56-91.
Corbie, D. (2007, Jan 27, 2007). Review: Mario Kart 64. Retrieved from http://www.nintendolife.com/reviews/n64/mario_kart_64
Cravioto, R. O., Anderson, R. K., Lockhart, E. E., Miranda, F., & Harris, R. S. (1945). Nutritive value of the Mexican tortilla. American Association for the Advancement of Science. Science, 102, 91-93.
De Mooij, M. (2010). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising: Consequences for Global Marketing and Advertising: Sage.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes: Sage Publications.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85-110.
Esqueda de Vielma, S. (2007). Especificidades culturales presentes en Iberoamérica y su incidencia en las razones de uso-consumo de los productos y en la preferencia de actividades de ocio: un estudio exploratorio.
Frey, L. R., Botan, C. H., & Kreps, G. L. (2007). Textual analysis. Communication research methods: Quantitative and qualitative approaches, 561-592.
Friedman, L. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. Forbes.
Goodrick, D. (2014). Comparative case studies. Methodological Briefs: Impact Evaluation, 9.
Gregory, G. D., & Munch, J. M. (1997). Cultural values in international advertising: An examination of familial norms and roles in Mexico. Psychology and Marketing, 14(2), 99-119. doi:10.1002/(SICI)1520-6793(199703)14:2<99::AID-MAR1>3.0.CO;2-I
Gudykunst, W. B., & Ting-Toomey, S. (1988). Culture and affective communication. American behavioral scientist, 31(3), 384-400.
Han, S.-P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4), 326-350.
Hofstede, G. (1984). Culture`s consequences: International differences in work-related values (Vol. 5): sage.
Hofstede, G. (1998a). Masculinity and femininity: The taboo dimension of national cultures (Vol. 3): Sage.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.
Hofstede, G. (2016). Mexico in comparison with Taiwan. Retrieved from https://geert-hofstede.com/mexico.html
Hofstede, G., Hofstede, G. J., & Minkov, M. (1991). Cultures and organizations: Software of the mind (Vol. 2): Citeseer.
Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. NA-Advances in Consumer Research Volume 18.
Hui, H., & Triandis, H. (1990). Multimethod probes of individualism and collectivism. Journal of personality and social psychology, 59(5), 1006-1020.
Levitt, T. (1983). The Globalization of Markets," Harvard Business Review May—June. P92, 102.
Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83-94.
Lin, Y., Koroglu, D., & Olson, L. (2012). The Influence of Cultural Values in Advertising: Examples from China and The United States. Paper presented at the Internafional Conference on Communicafion, Media, Technology and Design.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224.
MBASchool. (2016). Doritos SWOT Analysis, USP & Competitors. Retrieved from http://www.mbaskool.com/brandguide/food-and-beverages/5739-doritos.html
Minkov, M. (2012). World values survey. The Wiley-Blackwell Encyclopedia of Globalization.
Moraes, R. (2003). UMA TEMPESTADE DE LUZ: A COMPREENSÃO POSSIBILITADA PELA ANÁLISE TEXTUAL DISCURSIVA A storm of light: comprehension made possible by discursive textual analysis. Ciência & Educação, 9(2), 191-211.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice: Pearson Australia.
Northrup, L. (2014). Doritos Means “Little Golden Things,” And They Were Invented At Disneyland. Retrieved from https://consumerist.com/2014/01/31/doritos-means-little-golden-things-and-they-were-invented-at-disneyland/
Pasadeos, Y., & Chi, M.-C. (1992). Traditional vs. Western appeals in Chinese magazine advertisements: Hong Kong and Taiwan. Paper presented at the Proceedings of the 1992 Conference of the American Academy of Advertising, Toronto: Nelson.
Piaster, C., & Arn, S. (2001). From Innocence to Irreverence—Marketing a Contradictory Brand. International Journal of Advertising and Marketing to Children, 3(1), 31-38.
Qing, S. (2014). Jam Hsiao to release latest album "The Song". Xinhua News. Retrieved from http://news.xinhuanet.com/english/photo/2014-06/04/c_133383981.htm
Ros, M., & Schwartz, S. H. (1995). Jerarquía de valores en países de la Europa Occidental: Una comparación transcultural. Reis, 69-88.
Sackmann, S. A. (1997). Cultural complexity in organizations: Inherent contrasts and contradictions: Sage Publications, Inc.
Sar, S., & Rodriguez, L. (2014). The effectiveness of appeals used in Cambodian and Vietnamese magazine ads. Asian Journal of Communication, 24(6), 529-548.
Schultz, E. J. (2013). Doritos Launches First Global Campaign. Retrieved from http://adage.com/article/news/doritos-launches-global-campaign/240173/
Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of personality and social psychology, 58(5), 878.
Shimp, T. A. (1997). Advertising promotion, and supplemental aspects of integrated marketing communications. Journal of Database Marketing, 5, 198-199.
Tayeb, M. (2001). Conducting research across cultures: Overcoming drawbacks and obstacles. International Journal of Cross Cultural Management, 1(1), 91-108.
Triandis, H. C., Brislin, R., & Hui, C. H. (1988). Cross-cultural training across the individualism-collectivism divide. International journal of intercultural relations, 12(3), 269-289.
Trompenaars, F., & Hampden-Turner, C. (2011). Riding the waves of culture: Understanding diversity in global business: Nicholas Brealey Publishing.
Univision. (2016). Trending. Por qué Doritos eligió a Walter Mercado para protagonizar el comercial más surrealista de 2016. Retrieved from http://www.univision.com/estilo-de-vida/trending/por-que-doritos-eligio-a-walter-mercado-para-protagonizar-el-comercial-mas-surrealista-de-2016
Usunier, J.-C., Lee, J. A., & Lee, J. (2005). Marketing across cultures: Pearson Education.
Ward, A. (2016). 11 Bold Facts About Doritos. Retrieved from http://mentalfloss.com/article/67799/11-bold-facts-about-doritos
Yin, R. (1994). Case study research: Design and methods . Beverly Hills: CA: Sage publishing.
Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products` use conditions. Journal of Advertising, 25(3), 29-46.
Zimmermann, K. A. (2015). What Is Culture? | Definition of Culture. LiveScience. Retrieved from http://www.livescience.com+21478-what-is-culture-definition-of-culture.html/		zh_TW