<論文>広告戦略の文化的差異 : 日本とタイのテレビ広告の比較

Abstract

This study revealed some similarities and differences in Japanese and Thai commercials. As research objectives, research problems can be answered as follows; 1. There are differences in the products advertised in Japanese and Thai television commercials. 2. There are differences in the length of Japanese and Thai television commercials. 3. There are differences in the overall and specific strategies used by Japanese and Thai television commercials. First, the differences in advertised products can be accounted for by economic and market development. In addition, the differences may also be an indication of differences in media audiences, consumer behavior in terms of purchase decision-makers, season, culture, and society. Second, Japan and Thailand also differ in the commercial lengths. This point can be explained by the concept of Context. Moreover, this issue can be accounted for by differences in cultural dimension of individual-collectivism, the economic perspective, and the geographic viewpoint. Third, in the frequency of use of informational and transformational strategies, and of the particular informational and transformational strategies, the two countries were significantly different. Context culture is also one of the best explanations. Furthermore, these differences can be depicted by differences in cultural concept of confrontation or consensus seeking, uncertainty avoidance, and gender in cultural dimension. As a recommendation, since there are cultural differences in Japanese and Thai television commercials, complete standardization of advertising between these two countries is not recommended. However, from the commonality of ad characteristics in these two countries, the suitable advertising style in both countries is the 15-second humorous advertising that is creative and easy to understand for Japanese and Thai people. Ad locations both in Thailand and Japan should reflect the uniqueness of each country. By comparing strategies and implementation in Japan and Thailand, this research may contribute empirical evidence to the standardization debate in Asian countries and may create mutual understanding of aspects of advertising strategy in both countries.