Advertising in Asia: Theories and Implications for Practice

Abstract

Ad spending in the Asia-Pacific region is estimated to have reached $210.43 billion in 2018, or 33.5% of worldwide ad spending (McNair 2018). The importance of Asian markets and the uniqueness of cultures in Asia have attracted significant research attention. Even though this body of research thus far has contributed to our initial knowledge of advertising in Asia, the question of how advertising works in Asia remains relatively underexplored, such that many complex distinctions and unique elements have not been discovered or documented in a systematic and comprehensive manner. As most advertising theories have been developed in the West, scholars are often challenged to find strong support for them when they are applied to phenomena in Asia. Without a systematic effort to cultivate pertinent theories applicable to different sociocultural economic settings, we are left with only broad notions of how advertising works in Asia. It was with these notions in mind that we embarked on this special issue for the Journal of Advertising.

Motivations behind individuals’ energy efficiency investments and daily energy-saving behavior: The case of China

“…Particularly Hofstede’s theories have had the greatest impact on intercultural studies especially when comparing Eastern or Western cultures (Chang et al 2019 ), whereas it can be assumed to reflect mostly the industrialized East of China. This argument is strengthened by the results of Xu et al ( 2019 ) even though they primarily focus on the differences between Shangdong and Xinjiang province and by Song and Soopramanien ( 2019 ) who consider Beijing as another major city in China that is reflected via the number reported by Hofstede.…”

Una estrategia de creación de contenido basada en Bangtan, el universo narrativo transmedia de la banda de k-pop BTS

“…Pese a que el mercado publicitario surcoreano es de gran calibre, el número de libros, documentos y estudios que se han llevado a cabo sobre él es muy inferior respecto de otros países con menor inversión publicitaria (Chang et al, 2019). Asimismo, muchas técnicas publicitarias como el branded content o el storytelling no son consideradas bajo este apelativo, incluso se puede afirmar que en Corea del Sur no hay una clara distinción entre estos términos y se habla más del formato que de la estrategia (Ju & Jun, 2023).…”

Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising

“…Although creativity is increasingly recognized as a vital tool to enhance the effectiveness of advertising communication in the West (e.g. Chen et al, 2014), it is still underutilized and under-researched in emerging markets, including China (Chang et al, 2019; Xinhua, 2017; Puppin, 2014). The limited research that does exist suggests that advertising creativity is equally effective in non-Western markets as it is in the West.…”