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During the rapid globalization process, multi-national corporations need to obtain a better understanding of a country s culture before developing their advertising strategies in order to solicit more responses from audience. Among diverse formats of advertising, video advertising storytelling is becoming increasingly prevalent and influential owing to its sophisticated design of plots and great appeal. Therefore, this thesis aims to analyze the different techniques and contents of narrative advertisements under various cultural backgrounds and to provide insights for global companies to launch effective video advertising storytelling in different societies. Key Words: video advertising storytelling, cultural traits, advertising strategies, consumer psychology and behavior Xd N*NV[b0W:Svm9_tTL:N8^SNbYb\0WS^QV[b0W:SveSyr_0(WhQtSRSU\vN)Y :NN(WN*NV[6R[Qf gHe0 gq_TRv^JTV{eu VON_{[VveS g@wfmeQvN0 YNƉEeN^JTQP@wꁫ_NeQ܀vgR`TeN&Okv8T_R (WT{|^JT{|W-N1 Q egSm9v"kΏ0Vdk ,ge;NWNeS]_vq_T [(W N T0W:SvƉEeN^JT-NЏ(uvb]TQ[ۏLRg[k e(W.^RV^JTlQS(W N TV[[6Rf:N gHevƉEeN^JTV{eu0 sQ.͋ƉEeN^JT eSyr_ ^JTV{eu m9_tTL:N An Analysis of Video Advertising Storytelling from the Perspective of Cultural Differences 1 Introduction With the rapid development of technology and globalization process, global corporations are conducting an increasing number of international business activities. In order to create brand awareness or to facilitate sales in a new country, global advertisers need to set appropriate and effective advertising strategies. Advertisements are channels of communication and global advertising is cross-cultural communication. Therefore, advertisers need to obtain a good understanding of the country s cultural traits and consumer psychology in order to launch impressive advertisements (Gudykunst & Ting-Toomey 1988). Story-telling is an extremely appealing and prevalent approach utilized in video advertisements. It is found that among various advertising ways, video storytelling advertisements are the most popular advertising approach among audience for its fascinating plots, impressive effects and longer duration time (Manrai & Manrai 1996). In the Internet era, excellent narrative advertisements could enjoy millions of clicks and attention. Therefore, this thesis attempts to analyze and compare video advertising storytelling in different cultural contexts to help global advertisers release sensational and proper narrative advertisements. Hofstede s Five Dimensions of National Culture, Schwartz s Seven Value Types, Kluckhohn s and Frederic s activity orientation as well as Hall s context culture are utilized to analyze cultural traits in different societies. The article breaks down into three major sections, attempting to examine the characters, appeal and important elements in the selected samples of video narrative advertisements in different countries and to draw conclusions from them. 2 Characters in Video Advertising Storytelling The research suggests that in Chinese main advertising channels, 87% of advertisements (both foreign and domestic advertisements) set human beings as the main characters. Among them, female adults appear in 94% of these advertisements (Ng`H\ 2000). It is clearly seen that females play an exceedingly significant role in international advertisements. Therefore, the first part of this section is to analyze female roles in different cultural contexts. Besides, as an important part of Klukhohn s and Frederick s activity orientation, the concept of space has been studied by many scholars to better understand cross-cultural communication. Different societies have their distinctive definitions of space. This cultural trait is also demonstrated in video narrative advertisements via different physical space among characters. Thus, the differences of physical space among characters in international video storytelling advertisements will be examined further. 2.1 Female roles in different cultural contexts Since ancient times, the traditional social roles of females have always been wife and mother, no matter in the western world or eastern societies. Consequently, the images of females appear in nearly all of the advertisements for household articles. However, due to diverse cultural and social factors, females tend to have different roles and images in narrative advertisements in different societies. Influenced by Confucianism advocating that males enjoy higher status than women for thousands of years, collectivism which emphasizes family and the relatively late feminist movement, advertisements in some eastern countries including China often portray women as the traditional image: an understanding wife and a loving mother (Hofstede 1988). In Thailand, there was a quite impressive and successful video storytelling advertisement. This advertisement portrays many daily heart-warming scenes of a mother and her daughter. For instance, she reads fairy tales for her daughter every night, she brings her to school every day and helps her wash hair& & At the beginning of the story, some people are talking rumors about her,  I heard that she gave birth to that girl at the age of 18.  She must be a mistress and her girl is an illegitimate daughter. Until the end of the advertisement, audience begin to know that the girl in the advertisements is not her natural daughter. At the age of 18, the woman saw a baby deserted in a suitcase by chance and she began to nurture her from that day on. In the advertisement, her friend asks her,  Why don t you tell the truth to others? Rumor is really hurting. She replies,  If I tell everyone, my daughter will be hurt. I d rather I m the person who shoulders all the gossips. The selfless mother in this advertisement is a typical image of females in video narrative advertisements in theses societies. Their life centers around household chores and they always sacrifice themselves to protect and maintain their family. BIBLIOGRAPHY [1] Bartlett, F 1932, Remembering: a study in experimental and social psychology, Cambridge University Press, Cambridge. [2] Bolinger, D 1981, Aspects of language, Harcourt Brace Jovanovich Inc., New York. [3] Brown, C 2000, Discourse analysis, Cambridge University Press, London. [4] Eysenck, M & Keane, M 1995, Cognitive psychology, Lawrence Erlbaum Associateds Ltd., Hillsdale. 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[14] Rawson, H 1981, A dictionary of euphemisms and other doubletalk, Crown Publishers Inc., New York. [15] Samovar, L 2000, Communication between cultures, Foreign Language Teaching and Research Press, Beijing. [16] Simpson, J & Weniner E 1989, The Oxford English dictionary, 7th edn, Oxford University Press, Oxford. [17] Tiersky, E 1990, The U.S.A.: customs and institutions: a survey of American cultures and traditions, World Publishing Corporation, Beijing. [18] Triandis, H 1990, Cross-cultural studies of individualism and collectivism, University of Nebraska Press, Lincoln. [19] Trudgill, P 1974, Sociolinguistics: an introduction to language and society, Penguin Books Ltd., Middlesex. [20] Ulmann, S 1962, Semantics: an introduction to the science of meaning, Basil Blackwell Press, Oxford. 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