Advertising Creative Strategies in Asia A Cross-Cultural Comparison of TV Advertising Expression between China and Thailand
Fumie Tanaka,Supervisor, Strategic Planning, Dentsu Inc., Japan andMariko Yasue,Senior Planner, Strategic Planning, Dentsu Inc., Japan.
INTRODUCTION
Young consumers are the driving force in various areas of consumption, particularly in Asia, with the exception of Japan. Having experienced massive social, economic and cultural changes during the last decade or so, young Asians benefit from products, service and information coming from abroad and enjoy its consumption. Change is fast in the region and the leapfrogging phenomenon (from mobile...