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| Title: | 探討泰國廣告企劃中訊息設計的文化性考量
Cultural considerations in message development for advertising campaigns in Thailand |
| Authors: | 王蘭香
Songjaroen, Kannaporn |
| Contributors: | 鄭怡卉
I-Huei, Cheng
王蘭香
Songjaroen, Kannaporn |
| Keywords: | 泰國
廣告
廣告公司
文化價值
Thailand
Cultural values
advertising development process
advertising
advertising agency |
| Date: | 2021 |
| Issue Date: | 2021-09-02 17:12:56 (UTC+8) |
| Abstract: | 泰國作為一個在美容行業有著龐大消費支出的國家，本研究旨在通過文化價值的視角來研究泰國的美容廣告行業，以及這些價值如何被納入到廣告發想的過程。本文根據Hofstede的文化向度理論檢視文化價值，並採用了訪談和文本分析的混合方法進行研究。本研究共採訪9位廣告從業者以瞭解其廣告發展過程，並分析了廣告以探究廣告作品如何反映出這些文化價值。
根據研究結果，在泰國的廣告公司中，並不存在有別于傳統廣告開發過程的特殊過程。不過，在與全球和本地客戶接洽時，兩者仍有所區別。此外，每個廣告公司都因組織環境的不同而產生自己的企業文化。泰國廣告反映了文化價值的所有五個維度：權力距離、個人主義、男性化、不確定性規避、長短期取向。在整個廣告開發過程中，泰國廣告從業者都意識到了這些文化價值，每個維度都被以一種和社會文化價值一致的方式來表現和刻畫。無論廣告公司源自何處，重點仍在於他們在何處經營。
As the country with huge spending for beauty industry, this research aims to examine Thailand’s beauty advertising industry via the lens of cultural values and how these values were incorporated into the ad development process. Cultural values were examined based on Hofstede`s Cultural Dimensions and a mixed-method approach of interview and textual analysis were used. Nine ads practitioners were interviewed to understand the process and xx ads were analyzed to investigate the reflection of these cultural values into the final ad product.
According to the findings, there is no special process in Thai advertising agencies that distinct from the conventional advertising development process. There is, nevertheless, a difference between dealing with global and local clients. Additionally, each agency has its own corporate culture, which varies depending on the organizational environment. Thai advertising reflects all five dimensions of cultural values through advertisements: power distance, individualism, masculinity, uncertainty avoidance, and long and short-term orientation. Throughout the ad development process, Thai advertising practitioners are aware of these cultural values, with each dimension tending to be portrayed in the same manner as the society’s cultural values. Regardless of where the agency originated from, it’s where they are operating matters the most |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461016 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106461016 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101217 |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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Files in This Item:
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Description |
Size | Format | |
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| 101601.pdf | | 12931Kb | Adobe PDF2 | 154 | View/Open |
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