A content analysis of cultural values in Thai award-winning Television commercials.

• Main Author: Nguyen, Binh Phuong Vu.
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Mass media::Broadcasting::TV
• Online Access: http://hdl.handle.net/10356/15506
• Institution: Nanyang Technological University

In view of the rising status of Thailand in the world of advertising, this study explores the portrayal of Thai cultural values in its Cannes-winning television commercials from 2003 to 2008 by using qualitative content analysis, based on the cultural theoretical perspective by Komin (1991) with two...