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Advertising expression and informati...

Chang, Wei-Ping.

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Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising./
作者:	Chang, Wei-Ping.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 1992,
面頁冊數:	67 p.
附註:	Source: Masters Abstracts International, Volume: 31-01, page: 1800.
Contained By:	Masters Abstracts International31-01.
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1348658

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.
Chang, Wei-Ping.

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising. - Ann Arbor : ProQuest Dissertations & Theses, 1992 - 67 p.

Source: Masters Abstracts International, Volume: 31-01, page: 1800.

Thesis (M.S.)--San Jose State University, 1992.

The content of American and Taiwanese television food/drink advertisements was compared showing how the advertising expression and information content differed in the two cultures. Three dimensions--information content, the use of comparative appeals, and interpersonal relationships--were studied. It was found that Taiwanese television food/drink advertisements contained fewer information cues and fewer comparative appeals than U.S. advertisements, although the emphasis ranks for information cues were similar cross-culturally. The results also indicated that there was no significant difference in the number of television commercials portraying family relationships and elderly persons in the two cultures. However, multi-generational families as well as nuclear families appeared more frequently in Taiwanese commercials than in American advertisements. The results of the comparison indicated that important traditional Chinese values are still seen in Taiwanese television advertisements, although Taiwanese commercials have been influenced by American culture in many ways.Subjects--Topical Terms:

2144804
Mass communication.

Advertising expression and information content: A comparison of American and Taiwanese television food/drink advertising.
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