从历史的角度探讨泰国广告的成功

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2020-03-02 DOI:10.1108/jhrm-10-2018-0045

M. Chantamas, Bu-nga Chaisuwan

{"title":"从历史的角度探讨泰国广告的成功","authors":"M. Chantamas, Bu-nga Chaisuwan","doi":"10.1108/jhrm-10-2018-0045","DOIUrl":null,"url":null,"abstract":"This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.,The analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.,Thai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.,Examination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.,This paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.,This paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":"12 1","pages":"5-18"},"PeriodicalIF":0.5000,"publicationDate":"2020-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0045","citationCount":"0","resultStr":"{\"title\":\"Exploring the success of Thai advertising: historical perspective\",\"authors\":\"M. Chantamas, Bu-nga Chaisuwan\",\"doi\":\"10.1108/jhrm-10-2018-0045\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.,The analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.,Thai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.,Examination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.,This paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.,This paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.\",\"PeriodicalId\":44447,\"journal\":{\"name\":\"Journal of Historical Research in Marketing\",\"volume\":\"12 1\",\"pages\":\"5-18\"},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2020-03-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0045\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Historical Research in Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jhrm-10-2018-0045\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Historical Research in Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jhrm-10-2018-0045","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

本文旨在为泰国广告的发展提供一个全面的记录，泰国广告开始受到西方的严重影响，随后发展出一种与全球广告趋势相适应的独特风格。本文采用文献综述和泰国广告内容分析相结合的方法进行分析。此外，还对泰国广告协会的高管和学者进行了十次深度访谈。在泰国，广告是从受到跨国广告公司增长的影响而发展起来的。这产生了强大的创意基础，很好地融合了独特的泰国情感天赋。此外，消费者保护的重要性日益提高，导致了对推动自我监管的强烈承诺。对泰国广告的考察表明，泰国广告的优势在于其人力资源。对泰国广告的挑战和成功的探索揭示了广告行业如何在全球舞台上发展创意领导力。其局限性在于，该报错过了对数字机构的采访。本文从代理机构的发展、创意及自我规范等方面，全面介绍泰国广告业的历史。本文旨在提供一个更好的了解泰国广告业基于代理所有权和成长，创意发展导致独特的泰国情感广告和自我调节。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Exploring the success of Thai advertising: historical perspective

This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends.,The analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics.,Thai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation.,Examination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.,This paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.,This paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.