The effectiveness of different advertising message appeals in the eastern emerging society: Using Taiwanese TV commercials as an example

International Journal of Advertising

Volumn 21, Issue 2, 2002, Pages 217-236

  Chiou, Jyh shen ^a  

^a NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 4644368174     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2002.11104927     Document Type: Article

References (31)

1. Aaker, D.A., & Stayman, D.M., (1990) Measuring audience perceptions of commercials and relating them to ad impact, Journal of Advertising Research, 30, August/September, 7–17.
2. Belk, R.W., & Pollay, R.W., (1985) Materialism and status appeals in Japanese and U.S. print advertising, International Marketing Review, 2(4), 38–47.
3. Biel, A.L., & Bridgwater, C.A., (1990) Attributes of likable television commercials, Journal of Advertising Research, 30, June/July, 38–44.
4. Chiou, J., (1999) Investigating the social-adjustment and value-expressive perceived ends: a cross national study, Journal of International Consumer Marketing, 12(2), 87–109.
5. Fernandez, D.R., Carlson, D.S., Stepina, L.P., & Nicholson, J.D., (1997) Hofstede's country classification: 25 years later, Journal of Social Psychology, 137(1), 43–54.
6. Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, WC., (1992) Multivariate Data Analysis with Readings (3rd edn). New York: Macmillan.
7. Han, S.P., & Shavitt, S., (1994) Persuasion and cultural: advertising appeals in individualistic and collectivistic societies, Journal of Experimental Social Psychology, 30, 326–350.
8. Hofstede, G., (1980) Culture's Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage.
9. Hofstede, G., & Bond, M.H., (1988) The Confucius connection, Organisational Dynamics, 16, 4–21.
10. Holsti, O.R., (1969) Content Analysis for the Social Sciences and the Humanities. Reading, MA: Addison-Wesley.
11. Hui, C.H., (1988) Measurement of individualism-collectivism, Journal for Research on Personality, 22, 17–36.
12. Javalgi, R., Cuder, B.D., & White, D.S., (1994) Print advertising in the Pacific Basin, International Marketing Renew, 11(6), 48–64.
13. Johar, J.S., & Sirgy, J., (1991) Value-expressive versus utilitarian advertising appeals: when and why to use which appeal, Journal of Advertising, 20, September, 23–23.
14. Kassarjian, H.H., (1977) Content analysis in consumer research, Journal of Consumer Research, 4, June, 8–18.
15. Laskey, H.A., Day, E., & Crask, M.R., (1989) Typology of main message strategies for television commercials, Journal of Advertising, 18(1), 36–41.
16. Laskey, H.A., Fox, R.J., & Crask, M.R., (1995) The relationship between advertising message strategy and television commercial effectiveness, Journal of Advertising Research, 35, March/April, 31–39.
17. Moldovan, S.E., (1984) Copy factors related to persuasion scores, Journal of Advertising Research, 24, November/December, 16–22.
18. Mueller, B., (1987) Reflections of culture: an analysis of Japanese and American advertising appeals, Journal of Advertising Research, 27, June/July, 51–59.
19. Punj, G., & Stewart, D., (1983) Cluster analysis in marketing research: review and suggestions for application, Journal of Marketing Research, 20, May, 134–138.
20. Rossiter, J.R., & Percy, L., (1987) Advertising and Promotion Management. New York: McGraw-Hill.
21. Schlinger, M.J., (1979) A profile of responses to commercials, Journal of Advertising Research, 19, March/April, 37–46.
22. Shao, A.T., Raymond, M.A., & Taylor, C., (1999) Shifting advertising appeals in Taiwan, Journal of Advertising Research, 39, November/December, 61–69.
23. Triandis, H.C., (1994) Culture and Social Behavior. New York: McGraw-Hill.
24. Triandis, H.C., (1995) Individualism and Collectivism. Boulder, CO: Westview Press.
25. Triandis, H.C., & Gelfand, M.J., (1998) Converging measurement of horizontal and vertical individualism and collectivism, Journal of Personality and Social Psychology, 74, 118–128.
26. Tse, D.K., Belk, R.W., & Zhou, N., (1989) Becoming a consumer society: a longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People's Republic of China, and Taiwan, Journal of Consumer Research, 15(4), 457–472.
27. Walker, D., & Dubitsky, T.M., (1994) Why liking matters, Journal of Advertising Research, 34, May/June, 9–18.
28. Wang, Y., Jaw, J.J., Pinkleton, B.E., & Morton, C., (1997) Toward the understanding of advertising appeals in Taiwanese magazine ads and its implications, Competitiveness Renew, 7(1), 46–57.
29. Well, W.D., Leavitt, C., & McConville, M., (1971) A reaction profile for TV commercials, Journal of Advertising Research, 11, November/December, 11–17.
30. Yang, K.S., (1981) Social orientation and individual modernity among Chinese students in Taiwan, The Journal of Social Psychology, 113, 159–170.
31. Zandpour, F., Chang, C., & Catalano, J., (1992) Stories, symbols, and straight talk: a comparative analysis of French, Taiwanese, and U.S. TV commercials, Journal of Advertising Research, 32, January—February, 25–38.