Advertising in Contemporary Thailand, Media Asia 2006

Vietnam, Cambodia and Laos are 3 of the poorest countries is South East Asia. They share a history of being former colonies of France, and experienced traumatic and tragic histories of war and devastation after colonialism ended. Two of the three countries remain Communist, and all three have begun to embrace capitalism and are opening their economies to market forces, foreign tourism and business. This paper explores how these countries embrace the dynamics of ‘market socialism’ China has been experimenting with since the 1980s. The expansion of capitalism into these countries is explored through the perspective of advertising and the expansion of consumerism. Advertising links culture and the economy both reflecting social and cultural change and stimulates those changes. One of the roles of advertising is to stimulate consumerism and the purchasing of products. The paper also explores the implications of the expansion of capitalism, development and ultimately consumerism on the environment.

2020

In recent years, Thailand videos advertising is generally known as the leading producer of weep-worthy viral videos in the world. Reasons for Thailand advertisements to stand out from the rest is said to be because of its commonly used advertising appeals, and cultural values focused in majority of Thailand advertisements. This research aims to study advertising appeals and cultural values in Thailand video advertisements. Specifically, the research investigates the reflection of cultural value through advertising appeal through the executional framework in Thailand video advertisements. This exploratory research employs primarily the method of ethnography in order to understand how cultural values are reflected through the advertising appeals in video advertisements from Thailand. The result shows that the most commonly used advertising appeal are Family Appeal, followed by Health Appeal and Effective Appeal. In terms of cultural values, the result shows the Thailand’s advertisemen...

Asian Studies Review, 23, 4 (December 1999): 461-87. , 1999

This study explores the profile of contemporary advertising in India in the wider context of trends in international advertising, the recent changes in Indian economy and society, and issues concerning the cultural impact of foreign advertising in India. Findings are complemented with a case study of outdoor advertising collected in three visits to India in 2000, 2001 and 2005. In the 1990s India witnessed a massive expansion of advertising, which was stimulated by the opening of the economy and the growth of the media. Though print is still the dominant media, during the 1990s there was a rapid expansion of television accompanied by television advertising. The advertising industry was quickly overtaken by foreign advertisers and agencies that were affiliated with foreign advertising agencies. Advertising for repeat purchase consumables dominated advertising in India but consumer durable advertising expanded at this time as the disposable income levels of the middle classes rose. There was a change in advertising strategies and increased focus on local cultural references. Another recent trend driven by multinational companies has been the intensification of marketing to the rural sector. Foreign companies were slow to appreciate the market potential of India but in recent years there has been a massive expansion of advertising by foreign companies which plays an important cultural and role as the Indian economy increasingly becomes part of the globalized marketplace. The study uses a socio-cultural framework to explore the implications of globalization on cultural change. Advertising is the key focus because it plays a pivotal role at the junction where the economy and culture interact. Advertising plays an important cultural role which is largely ignored by critical social scientists and economists, while those working in the field of advertising are primarily interested in developing new ideas for attention-getting campaigns, and associated research tends to focus on facilitating better advertising and targeting markets more effectively.

Media Asia, 2004

The purpose of this report is to reach an understanding about how cultural differences in global marketing advertising can be handled by global companies in the South Asia. Qualitative research have been conducted in order to gather the information to support the theoretical findings. The collection of empirical data was done through semi-structured interviews from various global companies and advertising agencies in the South Asia, and case studies based on previously conducted cases.

1997

Economic growth in Asia has led to a proliferation in the supply of pan-regional media. Most of these are elitist media targeting affluent businessmen and travellers. The increasing importance of the Chinese-speaking market spurs the growth of Chinese language pan-Asian media. The emergence of satellite television networks popularizes pan-regional media to a broader audience, although its penetration is still small in comparison to local media. When selecting pan-regional media for advertising in the region, advertisers are advised to use data from pan-Asian audience surveys, publication audit figures and competitive advertising expenditure reports in examining the cost-efficiency of each media vehicle. In choosing between pan-regional and local media, advertisers should consider the homogeneity and socio-economic status of their target audience, the importance of international recognition and consistency in image for the brand, geographic strengths, and other added values of the media.

2006

Asian Journal of Business Research, 2013

This paper discusses the implications for international brand communications management of a qualitative cross-national research study on television product placement in the United Kingdom and Thailand. The study involved secondary research into the respective media environments and depth interviews with leading agency practitioners in each country. The research suggests that, while television product placement practice may be superficially similar in Asia and the UK, there are important differences arising from the very different regulatory, media and consumer environments. As a consequence, detailed local knowledge is essential for successful product placement strategy which crosses cultural borders. The paper explains key differences in regulation and practice and explores implications for brand communications practice and research.

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