A Comparison of Asia English Magazine and Taiwan Magazine Advertising: Case Study of Credit Card

Ko, H. Y., and Chan, D. Y. 2002. A Comparison of Asia English Magazine and Taiwan Magazine Advertising: Case Study of Credit Card. NTU Management Review, 12 (2): 241-275

Hsin-Yi Ko, Graduate Institute of Business Administration, Providence University
Ding-Yu Chan, Graduate Institute of Business Administration, Providence University

Abstract

Nowadays the concept of the international market has been changed from a traditional country-to-country exchange to an international regional organization. For these international enterprises, although this change means opportunity it also comes with adjustments and challenges. We used Content Analysis Method as well as Semiology to examine credit cards' advertisements in Asia English magazine and Taiwan business magazines over the past five years. First, we divided the appeals advertisements into six types, including convenience and safety, financial management, additional service, symbolic, promotion and enterprise image. Then, we continued comparing the differences of the credit cards' advertisements between Asia and Taiwan in advertising appeals, technique of expression, settings and liaison office information. The results of the research show the following: (1)regional similarity appeals are employed more often in Asia, but local difference appeals employed more often in Taiwan. (2)More metaphorical expression appears in Asia, bur Taiwan stresses direct expression. (3)Settings are different between Asia and Taiwan. (4)Liaison office information is included more often in Taiwan.  


Keywords

Regional advertisement Local advertisement Credit card Content analysis


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