Advertising Creative Strategies in Asia: A Cross-National Comparison of TV Commercial Expressions Among Thailand, Singapore, United States, and Japan

The objective of this study is to explore the similarities and differences of Asian advertising expressions fay utilizing various measurements of content analysis. Prime time TV commercials of four countries—Thailand, Singapore, USA, and Japan—were collected and analyzed from the viewpoints of visual, auditory, and message elements. No consistent similar patterns were found among these four countries' advertising. Implications for global advertisers were advanced.