1,140
Views
6
CrossRef citations to date
0
Altmetric
Original Articles

Behind the Smile: Reading Cultural Values in Thai Advertising

Pages 318-336 | Published online: 25 Jul 2007

References

  • Albers , N. D. 1994 . Relating Hofstede's dimensions of culture to international variations in print advertisements: A comparison of appeals , Unpublished doctoral dissertation, University of Houston .
  • Anderson , N. H. 1968 . Likeableness ratings of 555 personality-trait words . Journal of Personality and Social Psychology , 9 : 272 – 279 .
  • Barron , S. 1998 . Making the Thais laugh: The phenomenal success of Thai advertising can be put down to the professionalism of the industry . Sawasdee , 27 : 36 – 39 .
  • Batra , R. , Myers , J. G. and Aaker , D. A. 1996 . Advertising management , 5th ed , Upper Saddle River, NJ : Prentice Hall .
  • Chan , K. 1999 . Cultural values in Hong Kong's Print advertising, 1946–96 . International Journal of Advertising , 18 ( 4 ) : 537 – 554 .
  • Cheng , H. and Schweitzer , J. C. 1996 . Cultural values reflected in Chinese and U.S. television commercials . Journal of Advertising Research , 36 : 27 – 44 .
  • Cho , B. , Kwon , U. , Gentry , J. W. , Jun , S. and Kropp , F. 1999 . Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials . Journal of Advertising , 28 ( 4 ) : 59 – 73 .
  • Denzin , N. 1977 . The research act , New York : McGraw-Hill .
  • The growth of advertising business is not over 6% Retrieved December 25, 2006, from http://www.thannews.th.com/detialNews.php?id=M1721342&issue=)
  • Han , S. and Shavitt , S. 1994 . Persuasion and culture: Advertising appeals in individualistic and collectivistic societies . Journal of Experimental Social Psychology , 30 : 326 – 350 .
  • Hofstede , G. 1980 . Culture's consequences: International differences in work-related values , Beverly Hills, CA : Sage .
  • Hofstede , G. 2001 . Culture's consequences: Comparing values, behaviors, institutions and organizations across nations , Thousand Oaks, CA : Sage .
  • Khosanaturakit . 1999 . The advertising book: Advertising agencies, production houses, media and markets , Bangkok : Bangkok Publisher .
  • Komin , S. 1991 . Psychology of the Thai people: Values and behavioral patterns , Bangkok : Magenta .
  • Kongchan , A. 2002 . Values and attitudes of Thai Generation X . Chulalongkorn Review , 14 ( 54 ) : 46 – 70 .
  • Krugman , D. M. , Reid , L. N. , Dunn , S. W. and Barban , A. M. 1994 . Advertising: Its role in modern marketing , New York : Dryden Press .
  • Maslow , A. 1954 . Motivation and personality , New York : Harper .
  • Merriam , S. B. 1988 . Case study research in education: A qualitative approach , San Francisco : Jossey-Bass .
  • Mooij , M. D. 1998 . Global marketing and advertising: Understanding cultural paradoxes , Thousand Oaks and London : Sage .
  • Mooij , M. D. 2000 . “ Mapping cultural values for global marketing and advertising ” . In International advertising: Realities and myths , Edited by: Jones , J. P. 77 – 101 . Thousand Oaks, CA : Sage .
  • Nathalang , S. 1999 . Rangsit in transition: Urbanisation and cultural adaptation in Central Thailand , Unpublished doctoral dissertation, Macquarie University .
  • Ness , T. E. and Smith , M. T. 1984 . “ Middle-class values in blacks and whites ” . In Personal values and consumer psychology , Edited by: Pitts , R. E. and Woodside , A. G. 232 Lexington, MA : Lexington Books .
  • Paull , G. ( 2006 ). Ad industry: Industry analysis . The Advertising Book 2006 . Bangkok : Bangkok Publisher ( 1984 ), 10.
  • Perreault , W. D. and Leigh , L. E. 1989 . Reliability of nominal data based on qualitative judgments . Journal of Marketing Research , 26 : 135 – 148 .
  • Phillips , H. P. 1965 . Thai peasant personality: The patterning of interpersonal behavior in the village of Bang Chan , Berkeley : University of California Press .
  • Pollay , R. W. 1983 . Measuring the cultural values manifest in advertising . Current Issues and Research in Advertising , 1 : 71 – 92 .
  • Pollay , R. W. 1986 . The distorted mirror: Reflections on the unintended consequences of advertising . Journal of Marketing , 50 : 18 – 36 .
  • Punyapiroje , C. , Morrison , M. and Hoy , M. 2002 . A nation under the influence: The creative strategy process for advertising in Thailand . Journal of Current Issues and Research in Advertising , 24 ( 2 ) : 51 – 66 .
  • Rokeach , M. 1973 . The nature of human values , New York : The Free Press .
  • Schwartz , S. H. 1992 . “ Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries ” . In Advances in experimental social psychology , Edited by: Zanna , M. P. 1 – 65 . New York : Academic Press .
  • Sherer , P. M. 1995 . Selling the sizzle: Thai advertising crackles with creativity as industry continues to grow . The Asian Wall Street Journal Weekly , 1 : 6 – 7 .
  • Suphab , S. 1975 . Thai society and culture , Bangkok : Thai Watanapanich .
  • Taylor , C. R. and Okazaki , S. 2006 . Who standardizes advertising more frequently and why do they do so? A comparison of U.S. and Japanese subsidiaries’ advertising practices in the European Union . Journal of International Marketing , 14 ( 1 ) : 98 – 120 .
  • Triandis , H. C. 1989 . The self and social behavior in differing cultural contexts . Psychological Review , 96 ( 3 ) : 506 – 520 .
  • Trompenaars , F. and Woolliams , P. 2004 . Marketing across cultures , Chichester : Capstone .
  • Turnbull , T. C. , Turnbull , S. and Balabanis , G. 2000 . International advertising strategies of multinational enterprises in the Middle East . International Journal of Advertising , 19 ( 4 ) : 529 – 547 .
  • Urban life . Retrieved December 25, 2006, from http://www.mahidol.ac.th/thailand/urban.html
  • Waterman , A. S. 1984 . The psychology of individualism , New York : Praeger .
  • White , C. , & Kinnick , K. N. ( 1999 , August ). One click forward and two clicks back: Portrayal of women using computers in television commercials . Paper presented at the Commission on the Status of Women at the annual meeting of the Association for Education in Journalism and Mass Communication, New Orleans .
  • White , M. D. and Marsh , E. E. 2006 . Content analysis: A flexile methodology . Library Trends , 55 ( 1 ) : 22 – 45 .
  • Wichiencharoen , A. ( 1976 ). Social values in Thailand . Social Sciences Review , 1 , 122 – 170 .
  • Wolburg , J. M. 1995 . An investigation of three core cultural values in American advertising: The role of the individual, time and space , Unpublished doctoral dissertation, University of Tennessee, Knoxville .
  • Wolburg , J. M. and Kim , H. 1999 . “ Messages of individualism and collectivism in Korean and American magazine advertising: A cross-cultural study of values ” . In Proceedings of the 1999 American Academy of Advertising Conference , Edited by: Roberts , M. 147 – 154 . Gainesville, FL : University of Florida .
  • Wolburg , J. M. , & Taylor , R. E. ( 1997 ). An investigation of three culural values in American advertising: The role of the individual, the depiction of time and the configuration of space . Paper presented at the national conference of the Association for Education in Journalism and Mass Communication, Chicago
  • Yuthmanop , P. ( 2005 ). Navigating a slowdown . Bangkok Post , Year-End 2005 , 56 Retrieved from http://www.bangkokpost.net/yearend2005/page56.html .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.