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

10.6338/JDA.201108_6(4).0003

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

Hofstede文化價值 ； 兒童電視廣告 ； 內容分析 ； Hofstede's culture values ； Children's Television Advertisings ； Content Analysis

Journal of Data Analysis

6卷4期（2011 / 08 / 01）

43 - 60

繁體中文

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。

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.

1. 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.
2. Bond, M.H.(1991).Beyond Chinese Face: Insights from Psychology.Hong Kong:Oxford University Press.
3. 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.
4. Callcott, M.F.,Lee, W.N.(1994).A Content Analysis of Animated Spokes-Characters in Television Commercials.Journal of Advertising,23(4),1-12.
5. Chiu, L.H.(1989).Self-Esteem of American and Chinese Children: A Cross-Cultural Comparison.Annual Meeting of the American Psychological Association, 97th,New Orleans, L.A., U.S.:
6. Cho, B.,Up, K.,Gentry, J.W.,Jun, S.,Kropp, F.(1999).Cultural Values Reflected in Theme am Execution: A Comparative Study of U.S. and Korean Television Commercials.Journal of Advertising,28(4),59-73.
7. Furnham, A.,Abramsky, S.,Gunter, B.(1997).A Cross-Cultural Content Analysis of Children's Television Advertisements.Sex Roles,37(1/2),91-99.
8. Harvey, F.(1997).National Cultural Differences in Theory and Practice: Evaluating Hofstede's National Cultural Framework.Information Technology & People,10(2),132-146.
9. Hoffman, L.W.(1988).Cross-Cultural Differences in Childrearing Goals.New Directions for Child Development,40,99-122.
10. Hofstede, G.(1991).Cultures and Organizations: Software of the Mind.London:McGraw-Hill.
11. Hofstede, G.(1980).Culture's Consequences: International Differences in Work-Related Values.CA:Sage Publications, Inc..
12. Huang, I.(1985).An Introduction to Education in the R.O.C..Contemporary Education,56(2),78-81.
13. Huang, J.H.(1995).Cultural Values as Manifested in U.S. and Taiwan Television Advertising.Proceedings of American Marketing Association Educators' Conference
14. Huang, J.H.(1995).National Character and Sex Roles in Advertising.Journal of International Consumer Marketing,7(4),81-96.
15. Ji, M.F.,McNeal, J.U.(2001).How Chinese Children's Commercial Differ from Those of the United States: A Content Analysis.Journal of Advertising,30(3),79-92.
16. Jose, P.E.,Huntsinger, C.S.,Huntsinger, P.R.,Liaw, F.R.(2000).Parental Values and Practices Relevant to Young Children's Social Development in Taiwan and the United States.Journal of Cross-Cultural Psychology,31(6),677-702.
17. Kassarjian, H.H.(1997).Content Analysis in Consumer Research.Journal of Consumer Research,4(1),8-18.
18. Kolbe, R.H.,Burnett, M.S.(1991).Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity.Journal of Consumer Research,18(3),243-250.
19. Krashen, S.D.(1993).The Power of Reading.Colorado:Libraries Unlimited Inc..
20. Lin, C.A.(2001).Cultural Values Reflected in Chinese and American Television Advertising.Journal of Advertising,30(4),83-94.
21. MacDougall, M.A.(1992).The Anxiety of Chinese and U.S. Students.Annual Meeting of the American Evaluation Association Meeting,San Francisco, C.A., U.S.A.:
22. MacDougall, M.A.,Corcoran, M.D.(1989).The Anxiety of Chinese Students.Annual Meeting of the American Evaluation Association Meeting,San Francisco, C.A., U.S.A.:
23. McDaniel, E.D.,Soong, W.(1981).Comparisons of Self-Concept Scores of Children in America and in Taiwan.NATO Conference on Human Assessment and Cultural Factors,Kingston, Ontario, Canada:
24. Milner, L.M.,Collins, J.M.(2000).Sex-Role Portrayals and the Gender of Nations.Journal of Advertising,29(1),67-79.
25. Moore, E.S.,Lutz, R.J.(2000).Children Advertising and Product Experiences.Journal of Consumer Research,27,31-48.
26. Niehoff, B.P.,Turnley, W.H.,Yen, H.J.R.,Sheu, C.(2001).Exploring Cultural Differences in Classroom Expectations of Students from the United States and Taiwan.Journal of Education for Business,76(5),289-295.
27. Oates, C.,Baldes, M.,Gunter, B.(2002).Children and Television Advertising: When Do They Understand Persuasive Intent?.Journal of Consumer Behavior,1(3),238-245.
28. Perreault, W.D., Jr.,Leigh, L.E.(1989).Reliability of Nominal Data Based on Qualitative Judgements.Journal of Marketing Research,26,135-148.
29. Riffe, D.,Lacy, S.,Fico, F.,Fico, F.G.(1998).Analysis Media Messages Using Quantitative Content Analysis in Research.New Jersy:Lawrence Erlbaum Associates Publishers.
30. Robertson, C.J.,Hoffman, J.J.(2000).How Different Are We? An Investigation of Confucian Values in the United States.Journal of Managerial Issues,12,34-47.
31. Rodrigues, C.A.,Kaplan, E.(1998).The Country's Uncertainty Avoidance Measures as a Predictor of the Degree of Formalisation Applied by Organisation in it: Propositions for the European Union Countries.Management Research News,21(10),34-45.
32. Rust, R.T.,Cooil, B.(1994).Reliability Measure for Qualitative Data: Theory and Implications.Journal of Marketing Research,31(1),1-14.
33. Shao, A.T.(1999).Shifting Advertising Appeals in Taiwan.Journal of Advertising Research,39(6),61-69.
34. Smith, L.J.(1994).A Content Analysis Differences in Children's Advertising.Journal of Broadcasting and Electronic Media,38(3),323-335.
35. Stigler, J.W.,Smith, S.,Mao, L.(1985).The Self-Perception of Competence by Chinese Children.Children Development,56(5),1259-1271.
36. Turner, S.M.,Mo, L.(1984).Chinese Adolescents Self-Concept as Measured by the Offer Self-Image Questionnaire.Journal of Youth and Adolescence,13(2),131-142.
37. Wolansky, W.D.,Kang, C.T.L.(1991).A Comparison of Curriculum and Career Choices of Senior School Students in Taiwan and the United States.Annual Meeting of the American Vocational Association,Iowa, U.S.:
38. Wu, Y.J.,Smith, D.E.(1997).Self-Esteem of Taiwanese Children.Child Study Journal,27(1),1-19.
39. Yang, K.S.(1986).Chinese Personality an Its Change.New York:Oxford University Press.
40. Yau, O.H.M.(1988).Chinese Cultural Values: Their Dimensions and Marketing Implications.European Journal of Marketing,22(5),44-57.