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Advertising and cultural values: A content analysis of advertising in Taiwan

Content analysis was used to examine cultural values that were manifested in advertising in Taiwan from 1981 to 1990. During this period, the study shows, time perspectives, Western orientation and hard-sell appeals became increasingly emphasized in Taiwan's advertisements. The study also reveals a sharp contrast on the reflection of cultural characteristics in the advertising of two different periods (1981–1985 and 1986–1990). This contrast is marked by the social and economic changes of Taiwan during the given years. Findings of this study have implications for research on intercultural communication and strategies of international advertising.