In this section, the related studies on advertising appeals are reviewed according to research approach, their objects of study, their findings and their limitations. These studies of advertising appeals often examine advertising appeals by using appeals systems in relation with cultural values.
Cheng and Schweitzer (1996) compare television commercials in China and the U.S. via the coding scheme developed from those of Pollay (1983) and Mueller (1987). The results indicate that in Chinese commercials, “food and drink” was more closely associated with “tradition” than the other categories whereas in the U.S. commercials, it was more closely associated with
“enjoyment” than most of the other categories. Although the study provides details on how cultural values varied by product category and country, it does not find strong evidence to support the result.
Albers-Miller and Stafford (1999) examine advertising appeals across cultural areas by adapting Pollay’s advertising appeal system. Their analysis shows that U.S. advertisements used significantly more rational appeals than do the Taiwan advertisements, with those of Mexico and Brazil falling between. On the contrary, Taiwan advertisements use significantly more emotional appeals than do the U. S. advertisements, again with those of Mexico and Brazil falling between. Although this research helps establish an international advertising appeals/cultural value framework that go beyond Hofstede’s work-related cultural dimensions, it is limited to print advertisements and the comparisons are made between broad categories such as services and goods.
(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines
Lin (2009) studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, collectivism and the use of western fashion models and language. The findings of the study show no statistical difference in individualistic and modernity values between the US and Chinese ads in women’s magazines. Additionally, western models are employed in almost half of the Chinese advertisements and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. However, the study is limited in terms of the sample which contains only the advertisements taken from women’s magazines. Furthermore, its analytical framework is a bit simple with only comparison of the percentage of cultural appeals between the two countries.
Shen (2013) uses content analysis to examine the use of appeals and cultural values in Chinese television commercials. The results indicate the preference of rational appeals over emotional appeals and the variety of using these two kinds of appeals in different goods categories. Although the findings of the study are significant for advertisers to select the right appeal for their products, a deeper analysis of the study results and more discussion on the cultural values embedded should be provided.
Sar and Rodriguez (2014) carry out a study on advertising appeals employed in Cambodian and Vietnamese advertisements. Using content analysis, the study’s results indicate the preference of individualistic appeals in Cambodian ads in comparison to more collectivistic and functional appeals of Vietnamese advertisements. Additionally, while Vietnamese audiences tend to respond positively to more collectivistic and functional appeals, Cambodian audiences prefer more individualistic and functional appeals. Despite its in-depth analysis, the research cannot clearly explain the differences in the priority of advertising appeals between two cultures. Additionally, other socioeconomic variables should be taken into consideration when conducting the study.
(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines(LUAN.van.THAC.si).a.cross.cultural.pragmatic.analysis.of.commercial.advertisements.in.american.and.vietnamese.magazines
As can be seen, all of the above studies examined the use of advertising appeals across cultures and in the relationship with cultural values via using content analysis method. There is almost no research dealing with advertising appeals in the relationship with politeness strategies. Therefore, this study is intended to fill in this gap.