A CROSS-CULTURAL CONTENT ANALYSIS OF TV ADS IN INDONESIA AND JAPAN: STANDARDIZATION AND ADAPTATION IN ADVERTISING
Almierajati Vinidya
Pagini: 38-53
Publicat: 1 Jan 2013
Vizualizări: 209
Rezumat: 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.
Cuvinte cheie: communication, cross-cultural, globalization, media, marketing, advertising
Citează acest articol: 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/
Înapoi la cuprinsul volumului
© 2026 The Author(s). This is an open access article distributed under the terms of the
Creative Commons Attribution License https://creativecommons.org/licenses/by/4.0/, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. This permission does not cover any third party copyrighted material which may appear in the work requested.
Disclaimer: The Publisher and/or the editor(s) are not responsible for the statements, opinions, and data contained in any published works. These are solely the views of the individual author(s) and contributor(s). The Publisher and/or the editor(s) disclaim any liability for injury to individuals or property arising from the ideas, methods, instructions, or products mentioned in the content.
