TY - JOUR
T1 - Comparisons of cultural values between taiwanese and American advertising
AU - Tsao, James Chien Chung
PY - 1997/1/1
Y1 - 1997/1/1
N2 - 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.
AB - 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.
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U2 - 10.1080/01292989709388298
DO - 10.1080/01292989709388298
M3 - Article
AN - SCOPUS:84993691774
SN - 0129-2986
VL - 7
SP - 58
EP - 84
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 1
ER -