TOWARD THE UNDERSTANDING OF ADVERTISING APPEALS IN TAIWANESE MAGAZINE ADS AND ITS IMPLICATIONS

Because of Southeast Asia's strong economic performance in the past decade and great marketing potential, many Western marketers have increased their marketing activities in this area and hope for a lucrative future. Along with this strong marketing interest is a rapid increase in the number of Western advertising agencies and advertising expenditures in Southeast Asia. For example, six out of the top ten agencies in Taiwan are managed by, or work in cooperation with, American or Japanese agencies (Taipei Advertising Agency Association, 1992). According to Ogilvy & Mather, in 1985, advertising expenditures in Southeast Asia rose by almost 50 percent from 1980 to 1984. During this period, over one billion dollars were spent on mass media advertising in the region (Frith & Frith, 1990). And for the first time, U.S. agency billings from foreign sources surpassed domestic billings in 1988 (Frazer, 1990). International advertising has become a big business in Southeast Asia.