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| Title | Why Are Childlike Portrayals Appealing in East Asia? A Cross-Cultural Comparison between Taiwan and the U.S. |
| Creator | Chang, Chingching 張卿卿 |
| Contributor | 政大廣告系 |
| Date | 2010 |
| Date Issued | 25-Feb-2013 10:34:34 (UTC+8) |
| Summary | This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses to ads using these two types of portrayal. Childlike portrayals should exert a positive influence on ad evaluations in cultures where such images are generally relevant to and congruent with the self-concept. Findings of an experiment showed that, in both cultures, childlike portrayals were perceived as friendlier than adult-like portrayals. Taiwanese participants, however, whose interdependent self-concepts focus on interpersonal relations and harmony, reported more warm feelings and a stronger self@ndash;brand connection, as well as more favourable attitudes towards the ad and the brand, following exposure to the childlike portrayal. In contrast, American participants did not respond to the two portrayals differently, presumably because they found the childlike image to be less relevant to their independent self-concepts. |
| Relation | International Journal of Advertising, 29(4), 451-474 |
| Type | article |
| DOI | http://dx.doi.org/10.2501/S0265048710201269 |
| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2010 | - |
| dc.date.accessioned | 25-Feb-2013 10:34:34 (UTC+8) | - |
| dc.date.available | 25-Feb-2013 10:34:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Feb-2013 10:34:34 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56987 | - |
| dc.description.abstract (摘要) | This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses to ads using these two types of portrayal. Childlike portrayals should exert a positive influence on ad evaluations in cultures where such images are generally relevant to and congruent with the self-concept. Findings of an experiment showed that, in both cultures, childlike portrayals were perceived as friendlier than adult-like portrayals. Taiwanese participants, however, whose interdependent self-concepts focus on interpersonal relations and harmony, reported more warm feelings and a stronger self@ndash;brand connection, as well as more favourable attitudes towards the ad and the brand, following exposure to the childlike portrayal. In contrast, American participants did not respond to the two portrayals differently, presumably because they found the childlike image to be less relevant to their independent self-concepts. | en |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | International Journal of Advertising, 29(4), 451-474 | en |
| dc.title (題名) | Why Are Childlike Portrayals Appealing in East Asia? A Cross-Cultural Comparison between Taiwan and the U.S. | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2501/S0265048710201269 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2501/S0265048710201269 | en_US |