Core Cultural Shopping Metaphors: Television Shopping Relationships in Japan, Taiwan, & the USA

Author: Clyde Warden

TV shopping is a one way communication medium that relies on creating an illusion of relationship. In this presentation, Prof. Warden shows how TV shopping companies in three very different cultural settings use deep metaphors to trigger feelings of relationship. These metaphors are key retailing concepts for each of the cultures. If you want to succeed in Japan, Taiwan/China, or the USA, missing these metaphors will lead to disaster.

Presentation of Research Results (Video & Audio):

This presentation was given at ThungHai University's International Trade Department

Length: 90 minutes.

Category: Research Videos

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