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International Communication Gazette
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Global vs Local Advertising in Taiwan

Vijay Krishna

Reuyling Chuang

Catherine Axinn

This article investigates the differences in Taiwanese television advertisements for local and global products with regard to the degree of informativeness, type of cues and product class. The sample included advertisements that appeared on the three major networks (CTV, TTV and CTS) in 1993. The majority of the advertisements promote local brands. Results indicate a significant difference between global and local advertisements with regard to the above-mentioned criteria.

Key Words: advertising • global • informativeness • local • Taiwan

International Communication Gazette, Vol. 59, No. 3, 223-233 (1997)
DOI: 10.1177/0016549297059003004
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