ADVERTISING

in Thailand

—— CHEN YANG 20108021

This Thai Ads make me shocked at the first time.since then, I have get in touch with Thai Ads.

The story of a deaf and mute girl who learns to play the violin against all odds.

Thai Pantene television commercial <You can shine>

“Why am I different from others?”…“why do you have to be like others?” —— <You can shine>

The history of development of modern advertising in Thailand is a young one.

The so-called modern advertising in Thailand can be traced back to just about 50 years ago. Two main factors urged to the turn of Thai advertising. One is the conclusion of the World War II that allowed Westerners to flux into this Eastern country, like many others, with their business ideas. The other one is when His Majesty the King Rama IX came to the throne. Under his protection, development flowered to every aspect of the country; advertising was just among one of them. Since 1958 to present, we can try dividing the development into five important periods: Starting(1958 to 1967) Leaping(1967 to 1977) Adjusting(1977 to 1987) Blossoming(1987 to 1997)

Readjusting periods(1997 to present).

Brief history

Characteristic

Advertising in Thailand is an adventure. Thailand is a modern country rich with tradition. This unique dynamic allows for a symphony of creativity, imagination, and practices that aim to reach both the modern and traditional Thai culture through advertising.

  Advertising in Asia is quite different than what most Americans are accustomed to. The advertisements created are fresh, forward, entertaining, and often over-the-top! Thailand advertisements also highlight emotions or sentimental value to appeal to viewers.

The personality that ads in Thailand undertake give an unmatchable personacompared to other countries. “Thaiadvertising is distinctive in its imageries and creative gags” (Punyapiroje, 2002).

The Culture of Advertising in Thailand

Advertising in Thailand tends to pay certain respect or acknowledgement to the culture that it appears in. As mentioned, many ads tend to focus on humor, but an account group director at Batey Ads says, “The best Thai advertising is slightly understated, it has a gentle quality to it. It is very pleasing to the eye.” Thailand is a high-context culture. This means that many things are left unsaid; environments, non-verbal cues, or social situations help to define messages in person or through advertising (Punyapiroje, 2002).

An interview with an adverting account worker from Punyapiroje’s (2002) research said the following:“There is nowhere like Thailand. We have our own gags. For example, a Godzilla standing to pledge he Thai flag. We create advertising by our own culture. …Also , Thai advertising characteristic ally is about unexpected situation. They are surprises. We can make fun and joy without any reason. Thai people can laugh about their good and bad luck and others.”

Advertising in Thailand goes beyond the entertainment of viewing a commercial. One must have an understanding for the culture. Advertisers are consistently challenged to foster messages that speak to Thai clients and consumers, while minding the rules of culture and legal business practices. In most cases advertising reflects the attitude and personalities of a nation.

http://www.youtube.com/watch?v=Um9KsrH377A

http://www.adafaa.org/index.php?option=com_content&view=article&id=59:thailand&catid=7:development-of-asian-advertising&Itemid=19

http://maytermthailand.wordpress.com/2011/05/01/the-culture-of-advertising-in-thailand/

source

Some Thai Ads http://www.youtube.com/watch?v=0K5Md4xakb4

http://www.youtube.com/watch?v=vmfBkVQCd-M

http://www.youtube.com/watch?v=WDncfptDjPU&feature=related

Thank You!