Homework by CHEN YANG 20108021

1. in Thailand
—— CHEN YANG 20108021

2. “Why am I different from others?”…
“why do you have to be like others?”
—— <You can shine>
The story of a deaf
and mute girl who
learns to play the violin
against all odds.
Thai Pantene television commercial
<You can shine>
This Thai Ads make me shocked at the first time.
since then, I have get in touch with Thai Ads.

3. 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).

4. 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 persona
compared to other countries. “Thai
advertising is distinctive in its imageries
and creative gags” (Punyapiroje, 2002).

5. 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 An interview with an adverting
things are left unsaid; environments, account worker from
non-verbal cues, or social situations Punyapiroje’s (2002) research
help to define messages in person or said the following:
through advertising (Punyapiroje, “There is nowhere like Thailand.
2002). 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.”

6. 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.

7. http://www.youtube.com/watch?v=Um9KsrH377A
http://www.adafaa.org/index.php?option=com_
content&view=article&id=59:thailand&catid=7:d
evelopment-of-asian-advertising&Itemid=19
http://maytermthailand.wordpress.com/2011/05/01
/the-culture-of-advertising-in-thailand/
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

8. Thank You!