The advertising presentation elements that contribute to the popularity of Thai advertisements in China and Chinese audiences' perceptions

Abstract

With the growing cross-cultural flow of media, Thai advertisements have gained notable popularity among Chinese audiences. This study explores the presentation elements behind this appeal and how Chinese audiences' perceptions and usage intentions with Thai-style advertising. Using a qualitative approach, it combines textual analysis of ten most viewed advertisements Produced by Thai producers on Weibo and mini focus group discussions with ten Chinese participants aged 25–53. Five key elements emerged: (1) Cultural proximity – shared Asian values and emotions enhance resonance; (2) Emotional appeals – narratives of love, sacrifice, and growth foster empathy; (3) Humor – distinctive, exaggerated humor increases entertainment and memorability; (4) Cinematic storytelling – film-like quality and structure create immersion; (5) Celebrity endorsement – regional celebrities or popular figures enhances attention, though secondary appeal. In terms of audience perception and usage intention, Chinese viewers tend to engage with Thai advertisements not primarily for direct product information, but for entertainment, emotional connection, and cultural exploration. However, low brand visibility and forced localization (e.g., awkward translations) can undermine authenticity. This study shows that emotionally driven narratives can transcend borders more effectively than direct translation advertisements. Limitations include the small sample size, focus on urban young adults, and lack of quantitative data. Future research should broaden demographics and integrate mixed methods to assess impact on brand perception and consumer behavior.