Representations of Thai and American Families Presented in Fast Food Television Advertisements

Abstract

The purpose of this study is to analyze and compare the representations of Thai and American families in fast food television advertisements. The data, focusing on KFC and Pizza Hut brands, were analyzed, both verbal and non-verbal parts. A number of theoretical frameworks, including Hofstede’s collectivism-individualism, family structures, and content analysis, were employed to find out how Thai and American families differ from each other. The analysis demonstrates how both Thai and American advertisers portray modern Thai and American families as the representations of Thai and American families, reflecting the changes of family structures in their societies. Accordingly, the cultural values of Thai and American societies play an important role in shaping the representations of Thai and American families in fast food television advertisements. The results show that Thai families are associated with collectivism: “We” identity, high context communication, and protection of family members in exchange for loyalty. In addition, particular Thai values such as kinship term and seniority are frequently presented. In contrast, American families reflect individualism: “I” identity and concern with themselves and their immediate families. Cultural values also result in the depictions of happy families in both Thai and American advertisements. A family that follows the cultural values of its society is shown as a happy family.