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Selling "Kawaii" In Advertising: Testing Cross-Cultural Perceptions Of Kawaii Appeals, Tao Deng

Master's Theses (2009 -)

"Kawaii" (cute) culture has become a major global consumer culture. Advertisers in Asia have adopted kawaii appeals to attract attention and promote product images. From a cultural value perspective, this literature review proposes that culture not only affects ad content and appeal, but also influences consumer attitude and ad effects. While kawaii appeals are culturally specified, the effects of those appeals across distinct cultures might be systemically predictable. Today, the concept of kawaii and its effects still remains vague to Western academia. This thesis provides a deeper understanding of kawaii examining the rich origin of kawaii culture in Japan and …