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| Title: | 來源國，廣告訴求，文化價值觀:航空公司廣告在台灣的內容分析法研究
Examining the Relationship between Country of Origin, Appeals, and Cultural Values in Advertising: A Content Analysis Study of Airline Ads in Taiwan |
| Authors: | 古楷婷
Gulenok, Kateryna |
| Contributors: | 鄭怡卉
Cheng, I-Huei
古楷婷
Gulenok, Kateryna |
| Keywords: | 航空公司
來源國
廣告訴求
文化價值觀
內容分析法研究
airlines
country-of-origin
services
advertising appeals
cultural values
content analysis |
| Date: | 2013 |
| Issue Date: | 2014-07-21 15:43:22 (UTC+8) |
| Abstract: | Abstract
The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition.
The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed.
Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis
Abstract
The current study is a content analysis of airlines’ printed ads, exploring an intersection of country-of-origin (COO), advertising appeals (rational and emotional), and cultural values (Eastern or Western). The study focuses on airlines advertising to understand the role of COO and its interaction with ad appeals and cultural values. The goal of the study is to explore the ways in which airlines or service businesses (selling intangible products) communicate with consumers about the values and meanings in their advertising, especially since the market for travel services is growing and the airline industry is facing drastic competition.
The statistical analysis showed clear consistent patterns in the use of COO and other advertising appeals: the ads that used COO are more likely to use emotional appeals and express more Eastern values. Adding to our understanding about the branding of airlines, the findings are in line with the literature that claimed emphasis on emotional aspects for service advertisements. Implications for practitioners are also discussed.
Key words: airlines, country-of-origin, services, advertising appeals, cultural values, content analysis
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| Description: | 碩士
國立政治大學
International spread of English Master Program (IMICS)
101461014
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101461014 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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