How is Advertisement’s Story Told? A Comparative Case Study of Lao PDR, Myanmar and Thailand
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Abstract
ASEAN becomes an important economic hub of the world. The study aimed to examine how advertisements, in terms of product category, plot, key message, type of light, duration, time, location, music, major character, minor character, and antagonist in the advertisements from Lao PDR, Myanmar, and Thailand were comparatively presented. The content from Lao Star (Lao PDR), MRTV4 (Myanmar), and Channel 7 (Thailand) collected between 19.00 and 22.00 or prime time was analyzed. The findings revealed that generally speaking overall cultural gaps were found in these three ASEAN countries at a certain level. People living in Myanmar and Thailand shared some cultural similarities. Likewise, it was not so much difficult for Thai marketing communicators and advertisers to attract people living in Laos PDR. This study contributes to such marketing communicators and advertisers to consider the threesome’s cross-cultural convergences and divergences.
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