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研究生： 何美玲
Nicole Jo Quan
論文名稱： 探討廣告策略之文化與經濟決定因素： 瓜地馬拉與臺灣之跨文化分析
Examining Cultural and Economic Determinants of Advertising Approaches: A Cross-Cultural Analysis of Guatemala and Taiwan
指導教授： 冷則剛
Leng Tse-Kang
口試委員: 吳文傑
Wu Wen-Chieh
刘助
James Liu
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 59
中文關鍵詞： 跨文化廣告 、廣告調適 、文化維度 、台灣 、瓜地馬拉 、國際行銷 、內容分析 、食品與飲料廣告
外文關鍵詞： cross-cultural advertising, advertising adaptation, cultural dimensions, Taiwan, Guatemala, international marketing, content analysis, Hofstede, food and beverage advertising
相關次數： 點閱：29  下載：0 
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    • 本論文透過跨文化比較內容分析方法，探討文化與經濟因素如何影響廣告策略，研究樣本涵蓋2023至2025年間瓜地馬拉與台灣共三十則食品與飲料廣告，包括本土品牌與跨國品牌。研究以霍夫斯泰德文化維度理論、De Mooij廣告調適框架，以及標準化與在地化之爭議為理論基礎，並使用結構化編碼工具分析文化訴求、經濟與市場訴求，以及說服技巧。

    研究結果顯示，瓜地馬拉廣告較強調集體主義、家庭、傳統、本土認同與人際情感連結；相較之下，台灣廣告則更突出個人主義、名人與權威背書、信任與品質、健康定位，以及高端生活方式的訴求。跨國品牌在維持全球品牌一致性的同時，亦會根據當地文化期待調整情感表達方式，以提升在地適應性。

    聲明：本研究在分析中文廣告內容時，使用AI輔助翻譯工具進行協助，但所有詮釋與評估均由研究者獨立完成。

    This thesis examines how cultural and economic determinants shape advertising approaches through a cross-cultural comparative content analysis of thirty food and beverage advertisements from Guatemala and Taiwan (2023–2025), including both local and multinational brands. Drawing on Hofstede's cultural dimensions theory, De Mooij's advertising adaptation framework, and the standardization versus adaptation debate, the study analyzes cultural appeals, economic and market appeals, and persuasive techniques using a structured coding instrument. Findings show that Guatemalan advertisements relied more strongly on collectivism, family, tradition, local identity, and relational emotional appeal, while Taiwanese advertisements emphasized individualism, celebrity and authority endorsement, trust and quality, health positioning, and premium lifestyle appeal. Multinational brands maintained global brand identities while adapting emotional messaging to local cultural expectations. Disclaimer: AI-assisted translation tools were used to support analysis of Mandarin Chinese advertisements, with all interpretation and evaluation conducted by the researcher.

    Abstract i
    Contents ii
    1. Introduction 1
    1.1 Background 1
    1.2 Contextualization 2
    1.2.1. Countries’ context: Economic and Market Overview 2
    1.2.2. Context and Study Focus 3
    1.3 Research Objectives and Questions 4
    1.4 Significance, Scope, and Limitations 4
    2. Literature Review and Theoretical Framework 6
    2.1 Introduction 6
    2.2 Advertising as Cultural and Economic Communication 6
    2.3 The Standardization versus Adaptation Debate 6
    2.4 Cultural Dimensions and Advertising Appeals 7
    2.4.1 Hofstede's Framework 7
    2.4.2 Individualism, Collectivism, and Advertising 8
    2.4.3 Power Distance, Status, and Authority Appeals 9
    2.4.4 Tradition, Modernity, and Cultural Identity 9
    2.5 Country Contexts in Advertising Research 9
    2.5.1 Taiwan 9
    2.5.2 Guatemala 10
    2.6 Economic Development and Advertising Appeals 10
    2.7 Advertising Appeals: Emotional, Rational, and Persuasive Techniques 11
    2.8 Content Analysis in Advertising Research 12
    2.9 Conceptual Framework 13
    2.10 Chapter Summary 14
    3. Methodology 15
    3.1 Introduction 15
    3.2 Research Design and Approach 15
    3.3 Research Contexts and Country Selection Rationale 15
    3.4 Sample Selection 17
    3.5 Selection Criteria 18
    3.6 Data Collection 18
    3.7 Coding Instrument 19
    3.7.1 Descriptive Information 19
    3.7.2 Cultural Appeal Categories 19
    3.7.3 Economic and Market Appeal Categories 20
    3.7.4 Persuasive Technique Categories 20
    3.8 Coding Scale 21
    3.9 Coding Procedure 21
    3.10 Data Analysis 22
    3.11 Trustworthiness 22
    3.12 Ethical Considerations 23
    3.13 Methodological Limitations 23
    3.14 Chapter Summary 24
    4. Findings and Analysis 25
    4.1 Introduction 25
    4.2 Overview of the Advertisement Sample 25
    4.3 Illustrative Case Study: McDonald's Guatemala (2023) and McDonald's Taiwan (2024) 25
    4.3.1 McDonald’s Guatemala 26
    4.3.2 McDonald's Taiwan 27
    4.3.3 Comparative Analysis 29
    4.4 Summary of Country-Level Coding Results 29
    4.5 Cultural Appeals 31
    4.5.1 Collectivism and Social Belonging 31
    4.5.2 Individualism and Self-Expression 31
    4.5.3 Tradition and Cultural Continuity 32
    4.5.4 Local Identity 32
    4.5.5 Modernity and Global Identity 33
    4.6 Economic and Market Appeals 33
    4.6.1 Trust, Safety, and Quality 33
    4.6.2 Health and Naturalness 34
    4.6.3 Premium and Lifestyle Positioning 34
    4.6.4 Price and Value Appeal 34
    4.7 Persuasive Techniques 35
    4.7.1 Emotional Appeal 35
    4.7.2 Rational Appeal 35
    4.7.3 Celebrity, Authority, and Expert Appeal 36
    4.7.4 Humor and Call to Action 36
    4.8 Local versus Multinational Brand Patterns 36
    4.9 Yearly Patterns (2023–2025) 38
    4.10 Chapter Summary 38
    5. Discussion 40
    5.1 Introduction 40
    5.2 Discussion of Key Findings 40
    5.2.1 Culture Remains a Differentiating Force Despite Globalization 40
    5.2.2 Guatemalan Advertising: Collectivism, Tradition, and Cultural Belonging 40
    5.2.3 Taiwanese Advertising: Individual Lifestyle, Credibility, and Market Differentiation 41
    5.2.4 Emotional Appeal: Present in Both, Culturally Different in Form 41
    5.2.5 Trust Is Culturally Constructed 42
    5.2.6 Price Was Not the Dominant Appeal in Either Market 42
    5.2.7 Brand Origin Shapes But Does Not Determine Advertising Strategy 42
    5.3 Answers to the Research Questions 43
    5.3.1 Main Research Question 43
    5.3.2 Supporting Research Questions 43
    5.4 Theoretical Implications 44
    6. Conclusion 46
    6.1 Overview of the Study 46
    6.2 Summary of Key Findings 46
    6.3 Contribution of the Study 46
    6.4 Limitations 47
    6.5 Final Conclusion 47
    7. Recommendations 49
    7.1 Introduction 49
    7.2 Practical Recommendations for Marketers 49
    7.2.1 Prioritize Family, Community, and Local Identity in Guatemala 49
    7.2.2 Prioritize Credibility, Lifestyle, and Health in Taiwan 49
    7.2.3 Adapt Cultural Messaging Without Abandoning Brand Consistency 49
    7.2.4 Use Local Identity as a Competitive Advantage 50
    7.2.5 Build Value Symbolically, Not Only Through Price 50
    7.2.6 Treat Emotion as Culturally Specific 50
    7.3 Recommendations for Future Research 50
    7.3.1 Expand the Sample 50
    7.3.2 Include Additional Product Categories 51
    7.3.3 Incorporate Audience Research 51
    7.3.4 Examine Social Media and Influencer Advertising 51
    7.3.5 Extend the Regional Comparison 51
    7.3.6 Study Multinational Brand Strategy Across Multiple Markets 51
    References 52
    Appendix 55
    Appendix A: Advertisement Sample (Sources and Platforms) 55
    Appendix B: Full Results 56
    Appendix C: Full Coding Results 57
    Taiwan 57
    Guatemala 58
    Appendix D: Coding Sheet 59

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