Global vs Local Advertising in Taiwan
1997; SAGE Publishing; Volume: 59; Issue: 3 Linguagem: Inglês
10.1177/0016549297059003004
ISSN1460-3594
AutoresVijay Krishna, Reuyling Chuang, Catherine N. Axinn,
Tópico(s)Information Society and Technology Trends
ResumoThis article investigates the differences in Taiwanese television advertisements for local and global products with regard to the degree of informativeness, type of cues and product class. The sample included advertisements that appeared on the three major networks (CTV, TTV and CTS) in 1993. The majority of the advertisements promote local brands. Results indicate a significant difference between global and local advertisements with regard to the above-mentioned criteria.
Referência(s)