A Comparative Study of Endorser Image, Role, Relationship and Culture Values of Advertising--The Case of U.S. and Chinese Ford SUVS

• Main Authors: GUO,SI-FAN, 郭斯凡
• Other Authors: David S. Y. Chern
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/n2p98y

碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 106 === The spread of culture between countries in modern society is more frequent. When a new product enters a new market, it is necessary to adapt to the culture of the new market to make changes. This study hopes to summarize the changes that American products need to enter the Chinese market and what needs to be changed in order to be succeed in the Chinese market. The research results show that when American ads enter the Chinese market, their male characters should be set to be gentle, and female characters should be set as traditional. The relationship between characters should follow the Chinese taditional class. The values to be followed should be "family life" and "collectivism."