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Advertising expression and informati...

Chang, Wei-Ping.

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Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising./
Author:	Chang, Wei-Ping.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 1992,
Description:	67 p.
Notes:	Source: Masters Abstracts International, Volume: 31-01, page: 1800.
Contained By:	Masters Abstracts International31-01.
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1348658

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.
Chang, Wei-Ping.

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising. - Ann Arbor : ProQuest Dissertations & Theses, 1992 - 67 p.

Source: Masters Abstracts International, Volume: 31-01, page: 1800.

Thesis (M.S.)--San Jose State University, 1992.

The content of American and Taiwanese television food/drink advertisements was compared showing how the advertising expression and information content differed in the two cultures. Three dimensions--information content, the use of comparative appeals, and interpersonal relationships--were studied. It was found that Taiwanese television food/drink advertisements contained fewer information cues and fewer comparative appeals than U.S. advertisements, although the emphasis ranks for information cues were similar cross-culturally. The results also indicated that there was no significant difference in the number of television commercials portraying family relationships and elderly persons in the two cultures. However, multi-generational families as well as nuclear families appeared more frequently in Taiwanese commercials than in American advertisements. The results of the comparison indicated that important traditional Chinese values are still seen in Taiwanese television advertisements, although Taiwanese commercials have been influenced by American culture in many ways.Subjects--Topical Terms:

2144804
Mass communication.

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.
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100 1 $a Chang, Wei-Ping. $3 3284968
245 1 0 $a Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 1992
300 $a 67 p.
500 $a Source: Masters Abstracts International, Volume: 31-01, page: 1800.
500 $a Adviser: Shay Sayre.
502 $a Thesis (M.S.)--San Jose State University, 1992.
520 $a The content of American and Taiwanese television food/drink advertisements was compared showing how the advertising expression and information content differed in the two cultures. Three dimensions--information content, the use of comparative appeals, and interpersonal relationships--were studied. It was found that Taiwanese television food/drink advertisements contained fewer information cues and fewer comparative appeals than U.S. advertisements, although the emphasis ranks for information cues were similar cross-culturally. The results also indicated that there was no significant difference in the number of television commercials portraying family relationships and elderly persons in the two cultures. However, multi-generational families as well as nuclear families appeared more frequently in Taiwanese commercials than in American advertisements. The results of the comparison indicated that important traditional Chinese values are still seen in Taiwanese television advertisements, although Taiwanese commercials have been influenced by American culture in many ways.
590 $a School code: 6265.
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
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773 0 $t Masters Abstracts International $g 31-01.
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792 $a 1992
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