跨文化內容分析兒童電視廣告－美國與台灣之間的比較

Cross Cultural Content Analysis of Children's Television Advertisings-Comparison between U.S. and Taiwan

徐怡(Yi Hsu) ； 許家銘(Chia-Ming Hsu) ； 葉嘉玲(Chia-Ling Yeh)

《Journal of Data Analysis》 6卷4期 (2011/08) Pp. 43-60

https://doi.org/10.6338/JDA.201108_6(4).0003

摘要

本研究目的在於探討，以Hofstede的文化價值和規則來檢驗美國與台灣之間兒童廣告的所呈現的文化差異。為達研究目的，本研究採用內容分析法，樣本取自美國及台灣的兒童電視頻道，在同時間內，錄製美國和台灣的兒童電視廣告，進行兩國之間的差異比較。藉由兒童電視廣告的內容分析，研究結果發現，研究結果與先前的研究並不一致，在男性主義／女性主義及避免不確定性方面，兩國並無顯著差異，但是台灣的兒童電視廣告比起美國，在權力距離、群體主義及重視教育的社會價值觀方面有顯著差異，本文研究就兩國差異的原因進行討論。

關鍵字

Hofstede文化價值 ； 兒童電視廣告 ； 內容分析

並列摘要

This study explored the differences between the United States and Taiwan based on Hofstede's culture values and regulations in children's advertising. Samples were from children's television ads in the United States and Taiwan and this study compared the differences between the two countries. Through content analysis of children's television advertisings, the results found with previous research findings are not consistent, especially in masculinity/femininity and uncertainty avoidance are not significantly different between the two countries. But Children's television advertisings in Taiwan have significant difference in power distance, collectivism, importance of education in social values than the United States. The reasons for differences between the two countries are discussed.

並列關鍵字

Hofstede's culture values ； Children's Television Advertisings ； Content Analysis

參考文獻

Albers-Miller, N.D.,Gelb, B.D.(1996).Business Advertisings Appeals as A Mirror of Cultural Dimensions: A Study of Eleven Countries.Journal of Advertising.25(4),50-70.

Bond, M.H.(1991).Beyond Chinese Face: Insights from Psychology.Hong Kong:Oxford University Press.

Browne, B.A.(1998).Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis.Journal of Advertising.27(1),83-96.

Callcott, M.F.,Lee, W.N.(1994).A Content Analysis of Animated Spokes-Characters in Television Commercials.Journal of Advertising.23(4),1-12.

Chiu, L.H.(1989).Self-Esteem of American and Chinese Children: A Cross-Cultural Comparison.Annual Meeting of the American Psychological Association, 97th.(Annual Meeting of the American Psychological Association, 97th).: