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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56977

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56977

Title:	How people tell an ad story: Western vs. Asian styles
Authors:	Ching, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	advertising/public relations;content analysis;strategic communication
Date:	2012
Issue Date:	2013-02-22 14:53:39 (UTC+8)
Abstract:	The likelihood that people tell stories in advertising, as well as the type of stories they tell, may reflect their cultural variation. A content analysis shows that commercials in Taiwan are more likely to employ narrative appeals than are commercials in the United States, and the story structures in Taiwanese commercials are less likely to be well-developed. Narrative ads in the two cultures also differ on three content dimensions: problems to be solved, psychological benefits from solving the problem, and the emotion experienced in the process. The discussion of such differences relies on an integrated explanatory framework.
Relation:	Asian Journal of Communication, 22, 235-252
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/01292986.2012.681662
DOI:	10.1080/01292986.2012.681662
Appears in Collections:	[廣告學系] 期刊論文

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