The Effectiveness of Different Advertising Message appeals in the Eastern Emerging Society: Using Taiwanese TV Commercials as an Example
Jyhshen ChiouNational Chengchi University
INTRODUCTION
Past research found that the link between traditional cultural values and advertising content is becoming less obvious in Eastern societies experiencing rapid economic development (for example, Japan, Korea, Hong Kong and Taiwan) (Mueller 1987; Tse et al. 1989; Javalgi et al. 1994; Wang et al. 1997; Shao et al. 1999). These researchers found that advertising appeals in these societies tended to be dominated more by 'Westernised' cultural...