Shifting Advertising Appeals in Taiwan

This empirical study provides insight on how to advertise effectively in the modern advertising industry of Taiwan, given the constraints faced by advertisers there. Based on the literature review and value paradoxes conceptual framework, it is hypothesized that advertising appeals in Taiwan tend to be dominated more by "westernized" cultural values than by Chinese traditional values. As such, there are relatively few market conditions that are viewed as substantial barriers to advertising. Based on 61 interviews with managing directors of advertising agencies in Taiwan, the hypothesis is supported and advertisers in Taiwan face constraints inherent in a modern advertising industry.