Comparisons of cultural values between taiwanese and American advertising

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


This study offers a longitudinal analysis of magazine advertising in Taiwan and the United States in order to assess trends in a population's time orientation and communication styles. Despite the increasing industrialisation of Taiwan, this paper shows that any expected convergence of advertising styles has not occurred. The conclusion drawn is that Western values have not been fully adopted in Taiwanese advertising, whilst US advertising strategy is adapting in a different direction.

Original languageEnglish (US)
Pages (from-to)58-84
Number of pages27
JournalAsian Journal of Communication
Issue number1
StatePublished - 1997
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Education


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