ArticleAuthors: Sela Sar; Lulu Rodriguez (2014)
In this two-part study, a content analysis of advertisements published in Cambodian and Vietnamese magazines was first conducted to determine the kinds of advertising appeals (functional, individualistic, and collectivistic) that were most frequently employed. The findings indicated that across product types, the Cambodian ads contained more individualistic appeals. The Vietnamese ads, on the other hand, depicted more collectivistic and functional appeals. Next, an experiment was con-ducted to determine audience response to the use of three appeals in ads that promote four product types (informative, affective, habit-forming, and self-satisfaction).
Vietnamese participants responded ... 
