Rescarch On The Television Advertising Emotional Apeal Comparison Between China And Thailand

Since the 80 s of the last century, Thailand was impactedfrom the western economic and cultural.The Western business and advertising companies’ entering, took the advanced advertising concepts and production technology to the advertising industry in Thailand,. coupled with advertising practitioners in Thailand for the local culture into, makethe Thailand advertising unique. Since 1995 the advertisements of Thailand in Asia and even international advertising festival got a lot of award-winning, the level of advertising creative obtained widely recognized in the international. In contrast, although the amount of Chinese advertising in 2014 has been developed to the world’s second, becoming a veritable advertising powerhouse, but rarely in the International Advertising Festival, The award-winning results, advertising is still in the development stage. Most of China’s advertising is still based on functional requirements, more and more can not meet the needs of the audience. This paper from the perspective of emotional appeal, emotional appeals of Thai television advertising, mechanism of emotional appeal.The intrinsic reasons for the rise of Thailand film and television advertising, the role of the use of emotional appeal in Thailand film and television advertising.This article uses the demand theory analysis the important role of emotional appeal to spread the goods, and summarize previous research results, the fusion of the advertising of the process of encoding and decoding, rendering the theory model of emotional appeal in television advertising, to explore the relationship between emotional appeal and the audience to generate advertising attitude and brand attitude. Combined with China and Thailand in recent years advertising in typical emotional appeal advertising case, on cognitive differences between China and Thailand on the emotional appeal and specific performance contrasts the differences, from the theme of the ad, advertising creative, advertising forms, advertising strategy, advertising role detailed interpretation found problems existing in the advertisement creation in China and puts forward corresponding suggestions, summary of China’s film and television advertising appeal to emotion advantage and lack of hope to provide reference and inspiration to the emotional appeal advertising creation and expression.