Comparative content analysis of Thai and Vietnamese ads, 1994 and 2004

Thai and Vietnamese print advertisements were content analyzed to examine how content and advertising expression differed in the two countries at two different time periods, 1994 and 2004. Analysis focused on traditional Eastern and Western, and Informational and Emotional appeals. As hypothesized, Vietnamese ads contained more traditional and informational appeals than Thai ads, while Thai ads were found to contain fewer informational and traditional Eastern appeals than Vietnamese ads. Implications for practitioners and theoreticians are discussed.