A CROSS-CULTURAL CONTENT ANALYSIS OF TV ADS IN INDONESIA AND JAPAN: STANDARDIZATION AND ADAPTATION IN ADVERTISING
Almierajati Vinidya
Strony: 38-53
Opublikowano: 1 Jan 2013
Wyświetlenia: 208
Streszczenie: This cross-cultural study seeks to examine advertising appeals conveyed in advertisements in Japan and Indonesia. The advertising approaches of Japanese and Indonesian ads are examined through matched product-class categorization such as car, beverage, food, household and toiletries. Data from August 2012-May 2013 TV advertising in Japan and Indonesia were recorded. Total 271 collections of ads from Japan and 287 ads from Indonesia were coded by each two native coders for each country. Preliminary result shows significant differences in several advertising appeals between Japanese and Indonesian advertising. Advertising appeals describing Indonesian ads are durable, effective, enjoyment, family, healthy, productivity, security, vain, youth. Meanwhile characteristics of Japanese advertising are expensive, unique, maturity, morality, plain, safety, status, succorance. Meanwhile similarities could reflect universal values.
Słowa kluczowe: communication, cross-cultural, globalization, media, marketing, advertising
Cytowanie artykułu: Almierajati Vinidya. A CROSS-CULTURAL CONTENT ANALYSIS OF TV ADS IN INDONESIA AND JAPAN: STANDARDIZATION AND ADAPTATION IN ADVERTISING. Journal of International Scientific Publications: Media & Mass Communication 2, 38-53 (2013). https://www.scientific-publications.net/en/article/1002969/
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