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Identifying likeable attributes:
a qualitative study of television advertisements in Asia
Department of Marketing,School of Business,University of Otago,Dunedin,
New Zealand,and
David S.Waller School of Marketing,University of Technology,Sydney,Australia
Abstract
Purpose–Numerous studies investigate what contributes to advertising likeability;however,these
are often www.51lunwen.orgbased on quantitative research undertaken in western countries.This paper aims to report the findings of a cross-cultural qualitative study undertaken across five Asian cities(Hong Kong,
Shanghai,Jakarta,Bangkok and Mumbai)to discuss Asian consumers’attitudes towards television commercials in their respective country/city.
Design/methodology/approach–The data was gathered from two focus group interviews(1 male and 1 female)conducted in each city.Each group comprised of eight people and the interview lasted between 40 and 60 minutes.In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked. Findings–The results found differences in the likeable attributes between the five cities.These variations can be attributed to the differences in local culture,and to a lesser degree,other
market-related factors like attitudes towards advertising in general,cultural outlook and perspective, consumer confidence and hours of watching television per week. Originality/value–This study uses informant driven data,rather thanresearcher driven,to
identify cross-cultural differences in the concept of advertising likeability.Further,it suggests that qualitative research can provide valuable results for international marketers and those who would like
a better understanding of new markets,as long as they analyse the results keeping in mind the cultural
context of the country,such as traditions,customs,values and religions.
Keywords Advertising,Cross-cultural studies,Television,National cultures,South East Asia,
South Asia
Paper type Research paper

Introduction

The study of culture and its influence has been commonly sighted in cross-cultural research.In the advertising literature,the influence of culture has been observed in a number of different areas,including advertisers’choice of promotional tools(Fam and
Merrilees,1996,1997),advertising restrictions(Deng et al.,1994;Frith,1996;Waller and
Fam,2000),advertising strategy and execution(Cheng,1994;Lin and Salwen,1995), advertising appeal(Mueller,1992;Pollay and Galangher,1990)and on brand image strategies(Roth,1992).Cultural values reflected in advertising content have also been
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The authors would like to thank NFO WorldGroup–Hong Kong for undertaking the research and Lowe Advertising(HK)Limited for granting access to the dataset.and when conveyed through advertising messages,cultural values can be regarded as powerful forces shaping consumers’motivations,lifestyles and product choices(Tse et al.,1989).The cultural values reflected in advertising content in
such countries as Hong Kong(Chan,1999),China(Cheng,1994),India(Srikandath,1991),
Japan(Belk,1985;Belk and Pollay,1985;Belk and Bryce,1986;Lin,1993;Muell本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。