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

Instructor: Dr. Pi-Ying Hsu Presenter: Yi-Ping Chien Date: June 15, 2011

2

Contents

Literature Review2

Methodology3

Introduction1

Introduction 1. Motivation

3

2. Background

Motivation

How advertisement information is presented, or framed, influences consumers’ willingness to attend to and remember advertisement content (Mckay-Nesbitt, Manchanda, Smith, & Huhmann, 2011)

4

Motivation

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

Motivation

6

The misuse or overuse of this type of cultural elements can be counterproductive and negatively affect consumers' perceptions of brands. (Burgos, 2008)

Background

Culture-based messages are usually assumed to be related to one’s cultural values. (Asplet & Cooper, 2000; Briley & Aaker, 2006; Fam & Grohs, 2007)

7

Background- Taiwanese Aborigines

8

Literature Review 1.Culture and cultural element 2. Taiwanese aboriginal cultural elements 3. Advertising effectiveness

9

Culture and Cultural Element

10

Hofstede,1980 Geertz,1973

Schein,1986

Gallivan, 2005

Culture& cultural element

Culture Definition

11

Hofstede,1980

The interactive aggregate of common characteristics that influences a group’s response to its environment.

Culture Definition

12

Geertz,1973

A historically transmitted pattern of meanings embodied in symbols.

Cultural Element

13

Schein,1986

Three levels of awareness consisting of the most visible to tacit awareness

Cultural Element

14

Gallivan, 2005

1.visible symbols, artifacts, routines and practices 2.values and beliefs 3.patterns of assumptions

Taiwanese Aboriginal Cultural Elements

15Leong and Clark (2003)

Advertising Effectiveness

16

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

Attitude toward the ad

Attitude toward

the brand

Attitude toward

the product

The Research Gap

Few of the previous researchers have conducted an empirical research to examine the advertising effectiveness of the advertisements with cultural elements.

17

Purpose of the Study

to examine if cultural elements have an effect on advertising effectiveness

18

to investigate if the participants’ attitude toward the advertisement with cultural elements has any variance in terms of viewers’ gender and culture background

Research Questions

19

1. What do the participants perceive the cultural elements according to their different background?

2. Does the presence of cultural elements on the advertisement influence the advertising effectiveness and purchase intention among the participants comparing to the absence of cultural elements on the advertisement?

Hypotheses

20

H1: The advertisement with cultural elements has higher advertising effectiveness among aborigines than non-aborigines.

H2: The advertisement without cultural elements has higher advertising effectiveness among non-aborigines than aborigines.

H3: The advertisement with cultural elements affects the purchase intention.

Methodology

21

Research Diagram

22

WithoutWith

Aborigines

Cultural elements in the ad

Particiapants

Non- aborigines

A 2 X 2 experimental design

The Procedure of the Study

Select the appropriate stimuli.

1. Participants will be randomly assigned to one of the two stimuli cells.

2. Participants will complete a questionnaire after viewing the print ad.

23

1. About 200. 2. Non-aborigineswill be recruited in accordance withthe populationstructure in Taiwan.

Questionnaire

24

購買意願 廣告效果

Data Analysis

25

H1: The advertisement with cultural elements has higher advertising effectiveness among aborigines than non-aborigines.

H2: The advertisement without cultural elements has higher advertising effectiveness among non-aborigines than aborigines.

ANOVA

Data Analysis

26

H3: The advertisement with cultural elements affects the purchase intention.

Multiple Regression

Thank you~

27