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題名 外商廣告公司在越南市場：1992-2002
Multi-National Advertising Agencies in Vietnam: 1992-2002
作者 謝翠荷
TA THUY HA
貢獻者 鄭自隆
Cheng Tzu-Leong, Ph.D.
謝翠荷
TA THUY HA
關鍵詞 越南廣告
文化帝國主義
文化價值呈現
電視廣告
Advertising in Vietnam
Cultural Imperialism
Cultural values
TV commercial
日期 2003
上傳時間 17-Sep-2009 15:33:53 (UTC+8)
摘要 若與其他國家相比，越南的歷史、政治、經濟等方面發展頗為特殊。越南曾經是法、美等帝國之殖民地，先後與日本、法國、美國等先進國家抗爭。脫離帝國統治之後，1976-1985年越南政府採取計劃經濟政策，全國封閉，自1986年起，越南開始進行市場化經濟改革，並配合對外開放與政治鬆綁，如今，越南變成一個充滿潛力及吸引力的新興市場。
隨著外商企業，『廣告』行業也來到越南。跨國企業除了向越南輸出商品，同時『輸出』行銷、廣告技術。西方國家文化產品席捲越南只是來自商業的企圖，還是資本主義的文化霸權？文化帝國主義形式之一？
本研究透過蒐集，分析二手資料探討越南廣告業的發展，並對在越南跨國廣告公司的十二位負責人、二位越南本土廣告業者利用開放式的問卷進行深度訪談，以瞭解跨國廣告公司十年來如何進入，佔領越南廣告市場以及其目標企圖進一步瞭解文化帝國主義在越南之運作型態。本研究將130則電視廣告以SPSS統計軟體進行內容分析，探討越南廣告內容並瞭解文化價值呈現及西方導向趨勢。
根據命題，研究結果顯示：
目前有接近20家跨國廣告代理商在越南。80％越南廣告市場被跨國廣告公司掌控。越南廣告業剛萌芽，嚴重缺乏廣告附帶服務，所有廣告製造工作要在海外進行。大眾媒體均屬國營，內容貧乏，表面粗糙，消費者相當保守。主要的廣告商品都是國外品牌，大部分是低價錢、重複購買的消費用品。廣告策略簡單，偏向於資訊式廣告。
越南廣告市場富潛力，吸引外商進入。目前廣告在越南的確能夠起影響，改變人的態度與行為，但還不能夠損及越南的文化或成為文化主控者。
在廣告表現方面：在所有採取130則廣告中的產品，沒有屬於高涉入的產品，全部都屬於兩類產品：低涉入/理性和低涉入/感性；來自歐洲地區的產品為多，無本土產品廣告；廣告中使用外國語文的情形，強調產品是先進工業化國家的產品或採用他們之技術的現象相當不普遍；
本研究的貢獻在於，第一，深入探討越南廣告市場的發展背景及現況，提供廣告業者做為參考，降低其進入越南廣告市場的障礙。第二，本研究透過訪問越南跨國廣告公司的高級主管，並整合他們對越南廣告市場的評價及觀點，將研究成果回饋給越南廣告市場及政府作為決策時的參考。
Abstract:
Vietnam is known for its exceptional history, politics and economy. It has been colonized by America and France, and has it has been involved in wars of resistance against developed countries including France, Japan and America. After gaining its independence, the Vietnamese government adopted a closed economy from 1976 to 1985. In 1986 the Communist Party of Vietnam introduced comprehensive economic reform (the Doi moi process), which aimed to develop a socialist-oriented multi-sector market economy under state control. Since opening its door to the world, Vietnam has become a potentially attractive emerging market.
With the arrival of multinational clients, advertising was introduced to Vietnam. Multinational companies bring marketing and advertising strategy to this market as well as products. Does this new advertising industry and the multinational companies it represents aim only at profit seeking, or is it also in pursuit of cultural imperialism?
This paper focuses on three major objectives. First, it describes the Vietnamese advertising environment in general. Second, it documents the entrance of multinational advertising agencies to the Vietnam market. Third, it analyzes the content of Vietnamese advertising to assess the orientation of its underlying cultural values.
The methodologies of in-depth interviews and analysis are used in this paper. The research finds:
• Nearly 20 multinational advertising agencies in Vietnam occupy 80% of the market.
• The Vietnamese advertising industry is in its primary stage, lacking suppliers.
• Most advertisement production is done overseas.
• The content of Vietnamese state-owned media is simple and uncreative. Vietnamese consumers are conservative.
• Most advertisements are for cheap, foreign-brand consumer products.
• Advertising strategies are simple, mostly based on information appeal.
• The Vietnamese advertising market is potentially attractive to foreign investors.
• In Vietnam advertising might affect people’s attitudes or behavior, but it still has not damaged Vietnamese culture or become “culturally dominant”.
In 130 TV commercial samples, there is no high-involvement product advertising. All fall into two categories: low–involvement/rational and low- involvement/emotional. European brands appear most commonly. No local brands are featured. The use of foreign language or emphasis on the country of origin is uncommon in Vietnamese advertising.
This paper introduces foreign advertising agencies to the Vietnam advertising environment so that they can avoid potential obstacles when entering the local market. In addition, through in-depth interviews with high-ranking managers of multinational advertising agencies, this paper offers reference material for Vietnamese advertisers and government officials responsible for strategic decisions.
參考文獻 參考目錄
（一）越文部分
Dao van Tap(1999). 45 nam kinh te Vietnam 1945-1990, nha xuat ban khoa hoc xa hoi, Hanoi, 1999.
Dong thai va thuc trang kinh te xa hoi Vietnam qua 10 nam doi moi (1996). Tong cuc thong ke, , nha xuat ban thong ke, Hanoi.
Hoi quang cao thanh pho Hochiminh, Van kien dai hoi lan 1, 22/5/2001, Hiep hoi cong thuong thanh pho Hochiminh.
Hoi quang cao thanh pho Hochiminh, Van kien dai hoi lan 1, 22/5/2001, Hiep hoi cong thuong thanh pho Hochiminh.
Le Hoang Quan(1999), Nghiep vu Quang Cao va tiep thi, nha xuat ban khoa hoc va ky thuat, Hanoi.
Le Manh Hung(2000). Kinh te xa hoi Vietnam 3 nam 1996-1998 va du bao nam 2000, nha xuat ban thong ke, Hanoi.
Nguyen Thanh Tong(1998). Tong quan ve cac hoat dong quang cao tai Vietnam, Truong dai hoc Kinh te thanh pho Hochiminh, chuyen de tot nghiep, Hochiminh.
Nguyen Manh Hien(1998). Cac van phong dai dien cua cong ty quang cao nuoc ngoai: Hon truong ba da hang thit, Saigon giai phong.
Quach thi Buu Chau(1998). Dinh huong phat trien nganh quang cao tai Vietnam, truong dai hoc Kinh te TP Hochiminh, luan an cao hoc kinh te, Hochiminh
參考報紙：
Vietnam Investment Review:
Investment Update, No.507/July 2-8, 2001;
Duc Hung, Full approval given to first foreign ad venture, No. 422/Nov.15-21, 1999;
Nguyen Hanh, Ad expenditure growth pegged at 14pc this year, No. 507/ July 2-8, 2001;
Duc Hung, “De facto” fully-foreign ads firm hails its licence, July 3-9, 2000;
Vietnam News
Advertising must come under scrutiny, Apr.8, 1998;
Kinh te xa hoi
Ho Tuyen, Quy dinh moi ve quang cao tren dai truyen hinh, Sep.1998
Lao dong
Nhung hoat dong trai phep cua Bates o thi truong Vietnam, May.28, 1998
（二）中文部分
丁源宏（1999）：《不同媒介特性，廣告訴求與產品涉入度對於廣告效果影響之探討─比較平面媒體與網際網路》。國立中山大學傳播管理研究所碩士論文。
丁玉蘭（1998）：《越南『人民報』塑造美國形象》。國立政治大學新聞研究所碩士論文。
王石番（1996）：《傳播內容分析法─理論與實證》。台北：幼獅文化。
伍衛民（2001）：《廣告與社會文化價值關聯性探討》。國立台灣大學商學研究所。
朱有志（1995）：《大陸地區報紙廣告的文化價值分析─以南方日報與解放日報為列：1979-1993》。國立政治大學新聞研究所碩士論文。
沈銘仁（1993）：《台商在越南投資之研究》。國立台灣大學土木研究所碩士論文。
李金銓（1978）：《傳播帝國主義》。台北：久大。
李少南（1983）：《國際傳播》。台北：黎明文化事業公司。
林建勝（1993）：《文化的反映─分析台灣和美國的電視廣告訴求》。國立交通大學管理科學研究所。
徐詠絮（1996）：《從文化帝國主義到媒介國際化的再思考：世界文化互動的理論比較》。輔仁大學大眾傳播研究所碩士論文。
陳世敏（1992）：《大眾傳播與社會變遷》。台北：三民書局
孫采薇（1996）：《越南發展途徑之分析（1975-1995）》。國立台灣大學政治研究所碩士論文。
張淑婷（1999）：《台灣地區雜誌廣告的文化價值呈現- 1984年與1998年的比較分析》。輔仁大學大眾傳播研究所碩士論文。
經濟部投資業務處（2001）：《越南投資環境簡介》。
黃新生（1990）：《媒介批評─理論與方法》。台北：五南。
蔡幸佑（1992）：《台灣錄影帶節目與媒介帝國主亦之關連性研究》。中國文化大學新聞研究所碩士論文。
鄭淑雲（1997）：《台灣與美國雜誌廣告中文化價值呈現之比較分析》。世新大學傳播研究所碩士論文。
鄭文政（1994）：《台灣與美國近代廣告文化價值趨勢分析》。 國立交通大學管理科學研究所碩士論文。
歐德馥（1998）：《美國傳播媒體的中國印象》。私立淡江大學美國研究所碩士論文。
賴東明（2001）：《越南廣告市場剛萌芽》。台北：經濟日報2001年9月5日。
Belch & Belch 、吳真偉（譯）（1999）：《廣告與促銷》。台北：西書
D. McQuail 、潘邦順（譯）（1996）：《大眾傳播理論》。台北：風雲論壇出版。
Gurevitch M. 等、陳光興等（譯）（1992）：《文化，社會與媒體》。台北：遠流。
Harold A. Innis 、曹定人（譯）（1993）：《帝國與傳播》。台北：遠流
Tomlinson, J. 著、馮建三（譯）（1994）：《文化帝國主義》。台北：時報文化。
Tomlinson, J.著、鄭棨元, 陳慧慈（譯）（1993）：《文化全球化》。台北：韋伯文化。
（三）英文部分
Butler.D. and Freeman Laurie (1994). Investment, not ads, soaring in Vietnam. Advertising Age, Jun.20, 1994, p 30.
Butler.D. and Wentz Laurent (1993). Marketers target Vietnam. Advertising Age, Feb.15, 1993, p.1,21.
Cheng, Hong (1994) Reflection of Cultural Values : A Content Analysis of Chinese Magazine Advertisements from 1982 and 1992. International Journal of Advertising, 13, 167-183.
Dana James (2002). Back to Vietnam. Marketing News, Chicago, volume 36, May.13, 2002.
Doan T. (1994). An industry in the making: Economic development requires a compatible maturity of its advertising industry. The Saigon Times. Saigon, Jul.13, 1994, 13-14.
Flagg M.(2000). Vietnam Tries to Protect Its Ad Industry --- Foreigners Are Still Likely To Swallow Up Much Of Tiny, Young Sector. Wall Street Journal. New York, N.Y., Aug 18, 2000.
Frith, Katherine T. Frith, Michael (1990) Western advertising and eastern culture: The confrontation in Southeast Asia. In Current Issues and Research in Advertising (eds) Leigh, James H. & Martin, Jr., Claude R., pp. 63-73. Ann Arbor, MI: University of Michigan Graduated School of Business Division of Research.
Garten J. (1998). Cultural Imperialism is no joke. Business Week. New York, Nov. 30, 1998.
Hoang T.M. Hong (2002). Media and Civil Society in Support of Good Governance and Democracy in Vietnam. Media Asia, volume 29, no.1,2002, 24-29.
Kalyani Vittala (2001). Saatchi & Saatchi Vietnam. Graphic. New York, volume 58, Jul/Aug 2001.
K. Nordenstreng and T. Varis, “The Nonhomogeneity of National States and the International Flow of communication,” in George Gerbner et al. ( eds.), Communication Technology and Social Policy ( New York: Wiley, 1973.)
Lynne Ciochetto (2002). Advertising in Contemporary Vietnam. Media Asia, volume 29, no.2, 2002, 92-101.
Le Dang Doanh (1999). Light in the darkness, Vietnam Economic Times, December 1999.
Le Vy ( 1997). The Power of Advertising: Appropriate advertising help boost sales. The Saigon Times. Saigon, Apr.12, 1997, 21-22.
Legal documents on advertisement and trademarks in Vietnam No. 194-CP. Vietnam State Government, the National political Publishers, Sep. 1995
Mueller, B. (1987) Reflection of culture: an analysis of Japanese and America advertising appeals. Journal of Advertising Research, 27, 51-59
Mueller, B. (1992) Standardization vs. specification: an examination of westernization in Japanese advertising. Journal of advertising Research, 32, 15-24
Pollay, R. W. (1983) Measuring the cultural values manifest in advertising. In Current Issues and Research in Advertising (eds.) Leigh, James H. & Martin, Jr., Claude R., pp. 71-92. Ann Arbor, MI: University of Michigan Graduated School of Business Division of Research.
Pollay, R. W. ( 1986) The distorted mirror : reflections on the unintended consequences of advertising. Journal of Marketing, 50, 18-63.
Pollay, R. W. & Gallagher, Katherine (1990) Advertising and cultural values : reflection in the distorted mirror. International Journal of Advertising, 9, 359-372.
Ramaprasad, Jyotika and Hasegawa, Kazumi(1990) : An Analysis of Japanese Television Commercials. Journalism Quarterly, 67, No.4, 1025-1033.
Reed Irvine, Advertising Face – off, the Vietnam business journal, July/August 1998.
Regulation on Advertising (2000). Vietnam Ministry of Cultural and Information, Hanoi, Sep. 2000.
Schiller, Herbert(1976). Communication and cultural domination. White Plains: N.T, International Arts and Sciences Press.
Son T. (1997). The Lion’s Share: An analysis of foreign and Vietnamese advertising enterprises. The Saigon Times. Saigon, Apr.12, 1997, 15-16.
Speece, M. and Thao, H.T.P (1999). Advertising, brand image and brand choice in a niche market in Vietnam. Media Asia, 26(1), pp.33-38
Srikandath, Sivaram (1991) Cultural values depicted in India television advertising. Gazette: The International Journal for Mass Communication Studies, 48, 165-176.
Tsao, James C. (1994) Advertising and cultural values: A content analysis of advertising in Taiwan. Gazette: The International Journal for Mass Communication Studies, 53, 93-110.
Thanh Huong（1999）Foreign Advertising in Vietnam needs regulations，Vietnam Economic news, No.33-Vol IX, August 1999.
Vietnamese Studies, Hanoi, TheGioi Publications, No.2-1999(132).
Vietnam advertising company: Vietnam Media overview report 2000
描述 碩士
國立政治大學
廣告研究所
88452018
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0884520182
資料類型 thesis
dc.contributor.advisor 鄭自隆zh_TW
dc.contributor.advisor Cheng Tzu-Leong, Ph.D.en_US
dc.contributor.author (Authors) 謝翠荷zh_TW
dc.contributor.author (Authors) TA THUY HAen_US
dc.creator (作者) 謝翠荷zh_TW
dc.creator (作者) TA THUY HAen_US
dc.date (日期) 2003en_US
dc.date.accessioned 17-Sep-2009 15:33:53 (UTC+8)-
dc.date.available 17-Sep-2009 15:33:53 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 15:33:53 (UTC+8)-
dc.identifier (Other Identifiers) G0884520182en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33127-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 88452018zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 若與其他國家相比，越南的歷史、政治、經濟等方面發展頗為特殊。越南曾經是法、美等帝國之殖民地，先後與日本、法國、美國等先進國家抗爭。脫離帝國統治之後，1976-1985年越南政府採取計劃經濟政策，全國封閉，自1986年起，越南開始進行市場化經濟改革，並配合對外開放與政治鬆綁，如今，越南變成一個充滿潛力及吸引力的新興市場。
隨著外商企業，『廣告』行業也來到越南。跨國企業除了向越南輸出商品，同時『輸出』行銷、廣告技術。西方國家文化產品席捲越南只是來自商業的企圖，還是資本主義的文化霸權？文化帝國主義形式之一？
本研究透過蒐集，分析二手資料探討越南廣告業的發展，並對在越南跨國廣告公司的十二位負責人、二位越南本土廣告業者利用開放式的問卷進行深度訪談，以瞭解跨國廣告公司十年來如何進入，佔領越南廣告市場以及其目標企圖進一步瞭解文化帝國主義在越南之運作型態。本研究將130則電視廣告以SPSS統計軟體進行內容分析，探討越南廣告內容並瞭解文化價值呈現及西方導向趨勢。
根據命題，研究結果顯示：
目前有接近20家跨國廣告代理商在越南。80％越南廣告市場被跨國廣告公司掌控。越南廣告業剛萌芽，嚴重缺乏廣告附帶服務，所有廣告製造工作要在海外進行。大眾媒體均屬國營，內容貧乏，表面粗糙，消費者相當保守。主要的廣告商品都是國外品牌，大部分是低價錢、重複購買的消費用品。廣告策略簡單，偏向於資訊式廣告。
越南廣告市場富潛力，吸引外商進入。目前廣告在越南的確能夠起影響，改變人的態度與行為，但還不能夠損及越南的文化或成為文化主控者。
在廣告表現方面：在所有採取130則廣告中的產品，沒有屬於高涉入的產品，全部都屬於兩類產品：低涉入/理性和低涉入/感性；來自歐洲地區的產品為多，無本土產品廣告；廣告中使用外國語文的情形，強調產品是先進工業化國家的產品或採用他們之技術的現象相當不普遍；
本研究的貢獻在於，第一，深入探討越南廣告市場的發展背景及現況，提供廣告業者做為參考，降低其進入越南廣告市場的障礙。第二，本研究透過訪問越南跨國廣告公司的高級主管，並整合他們對越南廣告市場的評價及觀點，將研究成果回饋給越南廣告市場及政府作為決策時的參考。		zh_TW
dc.description.abstract (摘要) Abstract:
Vietnam is known for its exceptional history, politics and economy. It has been colonized by America and France, and has it has been involved in wars of resistance against developed countries including France, Japan and America. After gaining its independence, the Vietnamese government adopted a closed economy from 1976 to 1985. In 1986 the Communist Party of Vietnam introduced comprehensive economic reform (the Doi moi process), which aimed to develop a socialist-oriented multi-sector market economy under state control. Since opening its door to the world, Vietnam has become a potentially attractive emerging market.
With the arrival of multinational clients, advertising was introduced to Vietnam. Multinational companies bring marketing and advertising strategy to this market as well as products. Does this new advertising industry and the multinational companies it represents aim only at profit seeking, or is it also in pursuit of cultural imperialism?
This paper focuses on three major objectives. First, it describes the Vietnamese advertising environment in general. Second, it documents the entrance of multinational advertising agencies to the Vietnam market. Third, it analyzes the content of Vietnamese advertising to assess the orientation of its underlying cultural values.
The methodologies of in-depth interviews and analysis are used in this paper. The research finds:
• Nearly 20 multinational advertising agencies in Vietnam occupy 80% of the market.
• The Vietnamese advertising industry is in its primary stage, lacking suppliers.
• Most advertisement production is done overseas.
• The content of Vietnamese state-owned media is simple and uncreative. Vietnamese consumers are conservative.
• Most advertisements are for cheap, foreign-brand consumer products.
• Advertising strategies are simple, mostly based on information appeal.
• The Vietnamese advertising market is potentially attractive to foreign investors.
• In Vietnam advertising might affect people’s attitudes or behavior, but it still has not damaged Vietnamese culture or become “culturally dominant”.
In 130 TV commercial samples, there is no high-involvement product advertising. All fall into two categories: low–involvement/rational and low- involvement/emotional. European brands appear most commonly. No local brands are featured. The use of foreign language or emphasis on the country of origin is uncommon in Vietnamese advertising.
This paper introduces foreign advertising agencies to the Vietnam advertising environment so that they can avoid potential obstacles when entering the local market. In addition, through in-depth interviews with high-ranking managers of multinational advertising agencies, this paper offers reference material for Vietnamese advertisers and government officials responsible for strategic decisions.		en_US
dc.description.tableofcontents 目錄

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 12
第二章 文獻探討 14
第一節 全球化 14
第二節 文化帝國主義 16
第三節 廣告與文化價值 28
第三章 研究方法 42
第一節 深度訪談法 42
第二節 內容分析法 45
第四章 研究結果 60
第一節 越南廣告發展歷程 60
第二節 外商廣告公司在越南之活動 76
一、外商廣告代理商如何進入越南市場 76
二、主要客戶與客戶來源 81
三、進入越南市場之原因與目標 87
四、外商廣告代理商對越南市場之平價 91
五、外商廣告代理商對越南當地之影響 100
第三節電視廣告影片內容 108
A.描述性分析 108
B. 單因子變異數分析 118
第五章　結論 123
第一節　結論 123
第二節　研究貢獻與限制 128

參考目錄 130
附件一：編碼表一 138
附件二：編碼表二 142
附件三：訪談內容 143		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0884520182en_US
dc.subject (關鍵詞) 越南廣告zh_TW
dc.subject (關鍵詞) 文化帝國主義zh_TW
dc.subject (關鍵詞) 文化價值呈現zh_TW
dc.subject (關鍵詞) 電視廣告zh_TW
dc.subject (關鍵詞) Advertising in Vietnamen_US
dc.subject (關鍵詞) Cultural Imperialismen_US
dc.subject (關鍵詞) Cultural valuesen_US
dc.subject (關鍵詞) TV commercialen_US
dc.title (題名) 外商廣告公司在越南市場：1992-2002zh_TW
dc.title (題名) Multi-National Advertising Agencies in Vietnam: 1992-2002en_US
dc.type (資料類型) thesisen
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