The effectiveness of appeals used in Cambodian and Vietnamese magazine ads

Sela Sar, Lulu Rodriguez

Research output: Contribution to journalArticlepeer-review


In this two-part study, a content analysis of advertisements published in Cambodian and Vietnamese magazines was first conducted to determine the kinds of advertising appeals (functional, individualistic, and collectivistic) that were most frequently employed. The findings indicated that across product types, the Cambodian ads contained more individualistic appeals. The Vietnamese ads, on the other hand, depicted more collectivistic and functional appeals. Next, an experiment was conducted to determine audience response to the use of three appeals in ads that promote four product types (informative, affective, habit-forming, and self-satisfaction). Vietnamese participants responded more positively to functional appeals across product types. They also preferred collectivistic rather than individualistic appeals for ads that promote habit-forming and self-satisfaction products. Cambodian consumers, on the other hand, registered more positive attitudes toward ads with individualistic and functional appeals.

Original languageEnglish (US)
Pages (from-to)529-548
Number of pages20
JournalAsian Journal of Communication
Issue number6
StatePublished - Nov 2 2014


  • advertising appeals in Cambodia
  • advertising appeals in Vietnam
  • effects of advertising appeals

ASJC Scopus subject areas

  • Education
  • Communication


Dive into the research topics of 'The effectiveness of appeals used in Cambodian and Vietnamese magazine ads'. Together they form a unique fingerprint.

Cite this