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題名 探討泰國廣告企劃中訊息設計的文化性考量
Cultural considerations in message development for advertising campaigns in Thailand
作者 王蘭香
Songjaroen, Kannaporn
貢獻者 鄭怡卉
I-Huei, Cheng
王蘭香
Songjaroen, Kannaporn
關鍵詞 泰國
廣告
廣告公司
文化價值
Thailand
Cultural values
advertising development process
advertising
advertising agency
日期 2021
上傳時間 2-Sep-2021 17:12:56 (UTC+8)
摘要 泰國作為一個在美容行業有著龐大消費支出的國家，本研究旨在通過文化價值的視角來研究泰國的美容廣告行業，以及這些價值如何被納入到廣告發想的過程。本文根據Hofstede的文化向度理論檢視文化價值，並採用了訪談和文本分析的混合方法進行研究。本研究共採訪9位廣告從業者以瞭解其廣告發展過程，並分析了廣告以探究廣告作品如何反映出這些文化價值。

根據研究結果，在泰國的廣告公司中，並不存在有別于傳統廣告開發過程的特殊過程。不過，在與全球和本地客戶接洽時，兩者仍有所區別。此外，每個廣告公司都因組織環境的不同而產生自己的企業文化。泰國廣告反映了文化價值的所有五個維度：權力距離、個人主義、男性化、不確定性規避、長短期取向。在整個廣告開發過程中，泰國廣告從業者都意識到了這些文化價值，每個維度都被以一種和社會文化價值一致的方式來表現和刻畫。無論廣告公司源自何處，重點仍在於他們在何處經營。
As the country with huge spending for beauty industry, this research aims to examine Thailand’s beauty advertising industry via the lens of cultural values and how these values were incorporated into the ad development process. Cultural values were examined based on Hofstede`s Cultural Dimensions and a mixed-method approach of interview and textual analysis were used. Nine ads practitioners were interviewed to understand the process and xx ads were analyzed to investigate the reflection of these cultural values into the final ad product.
According to the findings, there is no special process in Thai advertising agencies that distinct from the conventional advertising development process. There is, nevertheless, a difference between dealing with global and local clients. Additionally, each agency has its own corporate culture, which varies depending on the organizational environment. Thai advertising reflects all five dimensions of cultural values through advertisements: power distance, individualism, masculinity, uncertainty avoidance, and long and short-term orientation. Throughout the ad development process, Thai advertising practitioners are aware of these cultural values, with each dimension tending to be portrayed in the same manner as the society’s cultural values. Regardless of where the agency originated from, it’s where they are operating matters the most
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461016
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106461016
資料類型 thesis
dc.contributor.advisor 鄭怡卉zh_TW
dc.contributor.advisor I-Huei, Chengen_US
dc.contributor.author (Authors) 王蘭香zh_TW
dc.contributor.author (Authors) Songjaroen, Kannapornen_US
dc.creator (作者) 王蘭香zh_TW
dc.creator (作者) Songjaroen, Kannapornen_US
dc.date (日期) 2021en_US
dc.date.accessioned 2-Sep-2021 17:12:56 (UTC+8)-
dc.date.available 2-Sep-2021 17:12:56 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2021 17:12:56 (UTC+8)-
dc.identifier (Other Identifiers) G0106461016en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137004-
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) 106461016zh_TW
dc.description.abstract (摘要) 泰國作為一個在美容行業有著龐大消費支出的國家，本研究旨在通過文化價值的視角來研究泰國的美容廣告行業，以及這些價值如何被納入到廣告發想的過程。本文根據Hofstede的文化向度理論檢視文化價值，並採用了訪談和文本分析的混合方法進行研究。本研究共採訪9位廣告從業者以瞭解其廣告發展過程，並分析了廣告以探究廣告作品如何反映出這些文化價值。

根據研究結果，在泰國的廣告公司中，並不存在有別于傳統廣告開發過程的特殊過程。不過，在與全球和本地客戶接洽時，兩者仍有所區別。此外，每個廣告公司都因組織環境的不同而產生自己的企業文化。泰國廣告反映了文化價值的所有五個維度：權力距離、個人主義、男性化、不確定性規避、長短期取向。在整個廣告開發過程中，泰國廣告從業者都意識到了這些文化價值，每個維度都被以一種和社會文化價值一致的方式來表現和刻畫。無論廣告公司源自何處，重點仍在於他們在何處經營。		zh_TW
dc.description.abstract (摘要) As the country with huge spending for beauty industry, this research aims to examine Thailand’s beauty advertising industry via the lens of cultural values and how these values were incorporated into the ad development process. Cultural values were examined based on Hofstede`s Cultural Dimensions and a mixed-method approach of interview and textual analysis were used. Nine ads practitioners were interviewed to understand the process and xx ads were analyzed to investigate the reflection of these cultural values into the final ad product.
According to the findings, there is no special process in Thai advertising agencies that distinct from the conventional advertising development process. There is, nevertheless, a difference between dealing with global and local clients. Additionally, each agency has its own corporate culture, which varies depending on the organizational environment. Thai advertising reflects all five dimensions of cultural values through advertisements: power distance, individualism, masculinity, uncertainty avoidance, and long and short-term orientation. Throughout the ad development process, Thai advertising practitioners are aware of these cultural values, with each dimension tending to be portrayed in the same manner as the society’s cultural values. Regardless of where the agency originated from, it’s where they are operating matters the most		en_US
dc.description.tableofcontents Chapter 1
Introduction 1
1.1 History of Thai Advertising Industry 2
1.2 Current Situation of Thai Advertising Industry 6
1.3 The Prominence of Beauty Industry in Thai Advertising 7
1.4 Purpose of Study 9
Chapter 2
Literature Review 11
2.1 Advertising Agency 11
2.1.1 Account Services 12
2.1.2 Account Planning 14
2.1.3 Creative Department 16
2.2 Advertising Development Process 17
2.2.1 Briefing Stage 20
2.2.2 Research and Strategy Development Stage 21
2.2.3 Creative Development Stage 23
2.2.4 Advertising Developing Process in Thai Advertising Agency 25
2.3 Cultural Values in Advertising Development 27
2.3.1 The Hofstede’s Cultural Dimensions 29
2.3.2 Cultural Values in Thai Advertising 33
Chapter 3
Methodology 36
3.1 In-Depth Interview 36
3.1.1 Interviewees 37
3.1.2 Interview Process 39
3.2 Textual Analysis 40
3.2.1 Samples 41
3.3 Analysis Framework 41
Chapter 4
Result 43
4.1. Advertising Development in Thai Advertising Agency (RQ1) 43
4.1.1 The Corporate Culture of Advertising Agencies in Thailand 43
4.1.2 Advertising Developing Process 46
4.1.3 Clients` influence on the ad development process : Global vs Local 53
4.2 Cultural Values in Thai Advertising Industry (RQ2) 56
4.2.1 Characteristic of Thai Advertisements 56
4.2.2 Current Situation of Thai Beauty Advertisements 59
4.2.3 Cultural Values in Advertising Development 62
4.3 Cultural Values represented in Thai beauty advertisements (RQ3) 75
4.3.1 Commercial 1 75
4.3.2 Commercial 2 77
4.3.3 Commercial 3 80
4.3.4 Commercial 4 83
Chapter 5
Discussions and Conclusion 89
5.1. Finding’s Discussions 89
Advertising Development in Thai Advertising Industry 89
The Corporate Culture of Thai Advertising Agency 90
Thai Advertising Practitioners’ Cultural Values Considerations
in Advertising Development 91
The Portrayal of Cultural Values in Thai Advertisements 94
5.2 Conclusion 96
5.3 Limitations 97
5.4 Suggestions for Future Research 98
Reference 99
Appendix 1 114
Appendix 2 115		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106461016en_US
dc.subject (關鍵詞) 泰國zh_TW
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 廣告公司zh_TW
dc.subject (關鍵詞) 文化價值zh_TW
dc.subject (關鍵詞) Thailanden_US
dc.subject (關鍵詞) Cultural valuesen_US
dc.subject (關鍵詞) advertising development processen_US
dc.subject (關鍵詞) advertisingen_US
dc.subject (關鍵詞) advertising agencyen_US
dc.title (題名) 探討泰國廣告企劃中訊息設計的文化性考量zh_TW
dc.title (題名) Cultural considerations in message development for advertising campaigns in Thailanden_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202101217en_US