The purpose of this paper is to review previous criticisms of transnational advertising. Some evidences show us that, due to some new developments of advertising practice and global economy, we may need to reexamine some criticisms of transnational advertising based on the dependency theory. There is a trend that the practices of advertising industries in the Third World countries are toward from dependency to convergence. In the future, in order to grasp the development of transnational advertising in the Third World countries, scholars of transnational advertising may need to borrow some theories from the post-modernism theory and other theories.
Specifically, this paper addresses four major areas: first, it reviews the relevant literature of transnational advertising. Second, it examines some negative impacts of transnational advertising on Third World countries ’ advertising practices and the methods adopted by Third World countries ’ governments to resist the cultural invasion caused by transnational advertising. Third, it presents some evidences that there is a trend that the advertising practices in the Third World countries is toward from dependency to convergence, thus, we may need to reexamine some criticisms of transnational advertising based on the dependency theory. Finally, this paper concludes its findings and gives its suggestions.
中文關鍵詞
依賴理論，國際廣告，文化帝國主義，台灣，第三世界國家
英文關鍵詞
Dependency Theory，Transnational Advertising，Cultural Imperialism，Taiwan，The Third World Countries