Publications

Publication details [#49602]

Chang, Chingching. 2000. Political advertising in Taiwan and the US: Across-cultural comparison of the 1996 presidential election campaigns. Asian Journal of Communication 10 (1) : 1–17.

Publication type

Article in journal

Publication language

English

Keywords

advertising | crosscultural context | election manifesto | language and culture | political language

Place, Publisher

Routledge

Annotation

This paper uses Hall's (1977) culture-context theory and Hofstede's (1991) individualistic/collectivistic aspects of cultural differences to explore how content and political advertising appeals in the 1996 presidential election campaigns in the US and Taiwan differ.