4. How advertisement informationis
presented, or framed, influences
consumers’ willingness to attend to and
remember advertisement content
(Mckay-Nesbitt, Manchanda, Smith,
&Huhmann, 2011)
4
5. Recently advertisements with cultural
elements have gained the marketers’ and
advertisers’ attention, and have become a
new phenomenon among the advertising
industry in Taiwan and around the world.
5
6. The misuse or overuse of this type of
cultural elements can be
counterproductive and negatively affect
consumers' perceptions of brands.
(Burgos, 2008)
6
7. Culture-based messages are usually
assumed to be related to one’s cultural
values. (Asplet& Cooper, 2000;
Briley&Aaker, 2006; Fam&Grohs, 2007)
7
8. • Taiwanese ancestors may have
History been living in Taiwan for
approximately 8,000 years.
Special • With linguistic and genetic ties
to other Austronesian ethnic
tie groups
Stance • A critical culture in Taiwan
8
9. 1.Culture and cultural element
2. Taiwanese aboriginal cultural
elements
3. Advertising effectiveness
9
10. Hofstede,1980 Geertz,197
3
Culture&
cultural element
Schein,198 Gallivan,
6 2005
10
12. Geertz,197
3
A historically transmitted
pattern of meanings embodied
in symbols.
12
13. Three levels of awareness
consisting of the most
visible to tacit awareness
Schein,198
6
13
14. 1.visible symbols, artifacts, routines
and practices
2.values and beliefs
3.patterns of assumptions
Gallivan,
2005
14
15. • colors, texture, form,
decoration, surface
The outer level pattern, lines quality,
and details
• function, operational
The mid level concerns, usability,
and safety
• stories, emotion, and
The inner level cultural features
Leong and Clark (2003)
15
16. Attitude Attitude
toward toward
the brand the
product
Adapted from
Coulter &Punj, 1999; Kelly, Comello, Stanley, & Gonzalez,2010; Kokkinaki& Lunt, 1999; Mckay-N,
Manchanda, Smith, &Huhmann, 2011; Ruiz & Sicilia, 2004; Walker &Dubitsky, 1994
16
17. Few of the previous researchers have
conducted an empirical research to
examine the advertising effectiveness of
the advertisements with cultural
elements.
17
22. Cultural elements
in the ad
With Without
Particiapants
Aborigines
Non-
aborigines
A 2 X 2 experimental design 22
23. Data Data
Pretest Sample
Collection analysis
Select the 1. About 200. 1. Participants will be randomly
appropriate 2. Non-aborigines assigned to one of the two
stimuli. will be recruited stimuli cells.
in accordance with 2. Participants will complete a
the population questionnaire after viewing
structure in Taiwan. the print ad.
23
Three levels of awareness consisting of the most visible to tacit awareness.
The three levels are (a) the inner level containing special content such as stories, emotion, and cultural features, (b) the mid level containing function, operational concerns, usability, and safety, and (c) the outer level dealing with colors, texture, form, decoration, surface pattern, lines quality, and details. Because material culture is tangible and concrete, this study will focus on this part, especially the aborigines’ daily life, ranging from eating, clothing, living, educating and entertaining.
