COLLECTIVIST CULTURE AND EMPATHY EVOCATION IN VIETNAMESE ADVERTISING

Authors

  • Le Thi Thanh Xuan Department of Multimedia and Communications, FPT University, Campus Ho Chi Minh, Vietnam
  • Thi My Danh Le Department of Multimedia and Communications, FPT University, Campus Ho Chi Minh, Vietnam
  • Nguyen Le Hong Nhat Department of Multimedia and Communications, FPT University, Campus Ho Chi Minh, Vietnam
  • Nguyen Thien An University of Economics HCMC-International School of Business

DOI:

https://doi.org/10.17501/24246778.2023.7106

Keywords:

emotional appeal, sympathy, advertising, cultural value, culture, Vietnamese advertising, collectivist culture

Abstract

As advertisers found multiple methods to approach the audience to their advertisement, emotional appeal was one of the most popular ones. In addition, many studies have defined cultural factors' influence on emotional engagement in diverse cultures but little in collectivist cultures like Vietnam. In this paper, we examine how advertisers apply cultural elements to evoke emotional appeal in some popular Vietnam ads and how viewers could provoke empathy. Content analysis was employed as the primary research method in this study to demonstrate the impact of specific cultural characteristics on whether or not advertising elicits empathy in the audience. We have case studies with texts and pictures with cultural undertones that are thought to arouse viewers' empathy. The quantitative data was also collected via a sample survey for measurement and classification. The survey was conducted to examine how participants, who are 15-40 years old, and their emotions were affected by cultural advertising. Following the view of interdependently themed videos, each participant responded to a series of questions on their feelings about the corresponding advertising. The results showed that culture influences the emotional component of advertising. Vietnam, a collectivist country, possessed a high degree of empathy. The paper's results partly be used in practice, particularly in designing advertisements with a broad target audience in collectivist cultures.

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Published

2023-11-14

How to Cite

Le, T. T. X., Le, T. M. D., Nguyen, . L. H. N., & Nguyen, T. A. (2023). COLLECTIVIST CULTURE AND EMPATHY EVOCATION IN VIETNAMESE ADVERTISING. Proceedings of the World Conference on Media and Mass Communication, 7(01), pp. 88–104. https://doi.org/10.17501/24246778.2023.7106