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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56987

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Title:	Why Are Childlike Portrayals Appealing in East Asia? A Cross-Cultural Comparison between Taiwan and the U.S.
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2010
Issue Date:	2013-02-25 10:34:34 (UTC+8)
Abstract:	This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses to ads using these two types of portrayal. Childlike portrayals should exert a positive influence on ad evaluations in cultures where such images are generally relevant to and congruent with the self-concept. Findings of an experiment showed that, in both cultures, childlike portrayals were perceived as friendlier than adult-like portrayals. Taiwanese participants, however, whose interdependent self-concepts focus on interpersonal relations and harmony, reported more warm feelings and a stronger self@ndash;brand connection, as well as more favourable attitudes towards the ad and the brand, following exposure to the childlike portrayal. In contrast, American participants did not respond to the two portrayals differently, presumably because they found the childlike image to be less relevant to their independent self-concepts.
Relation:	International Journal of Advertising, 29(4), 451-474
Data Type:	article
DOI 連結:	http://dx.doi.org/10.2501/S0265048710201269
DOI:	10.2501/S0265048710201269
Appears in Collections:	[廣告學系] 期刊論文

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