The Effect of Cultural Elements on Advertising Effectiveness -A Study of Taiwanese Aboriginal Cultural Elements

• Main Authors: Yi-Ping Chien, 簡依萍
• Other Authors: Wen-Shin Huang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08281380591145916769

碩士 === 朝陽科技大學 === 應用外語研究所 === 100 === Advertisements with cultural elements have gained the marketers’ and advertisers’ attention, and have become a new phenomenon among the advertising industry. However, the advertising effectiveness of the advertisements with cultural elements is not yet examined enough. The aim of the study is to examine if cultural elements have an effect on advertising effectiveness. The strength of ethnic identity was explored as well. A 2 X 2 experimental design was applied, using print ads created for the purpose of the study. Three hundred seventy-one participants including Taiwanese aborigines and non-aborigines were recruited to complete a questionnaire adapted from previous studies. Results provided implications for advertisers and marketers that cultural elements did not guarantee advertising effectiveness, but strong ethnic identifiers did have higher advertising effectiveness than weak ethnic identifiers. Some viewers’ characteristics such as age and income did moderate the result of advertising effectiveness.