Stories, Symbols, and Straight Talk: A Comparative Analysis of French, Taiwanese, and U.S. TV Commercials

A study examined the differences and similarities among American, French, and Taiwanese advertising in terms of strategy, content, and execution form. A content analysis was performed of 659 television commercials from the US, France, and Taiwan. The results clearly demonstrate distinct patterns of...

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Bibliographic Details
Published in:Journal of advertising research 1992-01, Vol.32 (1), p.25
Main Authors: Zandpour, Fred, Chang, Cypress, Catalano, Joelle
Format: Article
Language:English
Subjects:
Advertising
Audiences
Commercials
Comparative analysis
Creativity
Drama
Market strategy
Marketing
Print advertising
Studies
Television
Television advertising
Testimonials
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Summary:A study examined the differences and similarities among American, French, and Taiwanese advertising in terms of strategy, content, and execution form. A content analysis was performed of 659 television commercials from the US, France, and Taiwan. The results clearly demonstrate distinct patterns of advertising messages. US commercials generally address specific consumer personal needs and problems. They often feature a celebrity or a credible source to provide testimonials or arguments in favor of the product. They keep the brand name before the audience, lecturing in a friendly, conversational tone. French commercials are more likely to be dramatic with minimal copy and seldom address the public with a lecture. Commercials from Taiwan tend to present facts about the availability of the product and special offers without being conceptually integrated. Thus, while strong product identification and testimonials are acceptable in the US, French and Taiwanese people are more accustomed to subtle and symbolic advertising with very few direct arguments.
ISSN:0021-8499
1740-1909