ASEAN becomes an important economic hub of the world. The study aimed to examine how advertisements, in terms of product category, plot, key message, type of light, duration, time, location, music, major character, minor character, and antagonist in the advertisements from Lao PDR, Myanmar, and Thailand were comparatively presented. The content from Lao Star (Lao PDR), MRTV4 (Myanmar), and Channel 7 (Thailand) collected between 19.00 and 22.00 or prime time was analyzed. The findings revealed that generally speaking overall cultural gaps were found in these three ASEAN countries at a certain level. People living in Myanmar and Thailand shared some cultural similarities. Likewise, it was not so much difficult for Thai marketing communicators and advertisers to attract people living in Laos PDR. This study contributes to such marketing communicators and advertisers to consider the threesome’s cross-cultural convergences and divergences.
Retrieved from http://www.myanmarinsider.com/the-new-wave-of-consumerism-in-
American Dairy Products Institute (2014). Dairy consumption for ASEAN member states
will double by 2050. (25 January 2017) Retrieved from
Bell, A. (2003). A narrative approach to research. (15 March 2018) Retrieved from
Changing Minds Organisation. (n.d.). Booker’s seven basic plots. (10 February 2017)
Changing Minds Organisation. (n.d.). Rebirth. (10 February 2017) Retrieved from
Changing Minds Organisation (n.d.). Voyage and return. (10 February 2017) from
Deloitte. (2017). The Thailand consumer survey: Onwards and upwards. ( 9 February 2017)
Retrieved from https://www2.deloitte.com/sg/en/pages/consumer-industrial-
Frith, K.T. (2003). Advertising and the homogenization of cultures: Perspectives from ASEAN.
Asian Journal of Communication, 13(1), 37-54. doi: 10.1080/01292980309364830
Gannon, M.J. & Pillai, R. (2010). Understanding global cultures: Metaphorical journeys Through
29 nations, clusters of nations, continents, and diversity (4th ed.). London: Sage.
Hakuhodo. (2015). Five types of female consumers in seven ASEAN markets. (25
January 2017) Retrieved from
Havanon, N. (2009). Narrative approach : The turning point of social science research.
Journal of Mekong Societies, 5(2),1-22.
Ho, E. & Meng, P.W. (2016). The Myanmar consumer survey: Golden land, golden
Opportunities (9 February 2017) Retrieved from
Holsti, O. R. (1969). Content analysis for the social sciences and humanities. MA :
Addison-Wesley Publishing Company.
Ipsos. (2013). Bringing you the ASEAN way. (1 February 2017) Retrieved from
JWT (2013). ASEAN consumer report: ASEAN consumers & the AEC. (1 February 2017)
Kaliszewski, S. (2012). Through a narratalogical lens: An analysis of the storytelling elements
in award-winning advertisements. (15 March 2018) Retrieved from https://warwick.ac.uk/fac/arts/theatre_s/cp/research/publications/madiss/ccps_a4_ma_g
Kawazu, N. (2013). Consumer trends and expansion of retail markets in growing ASEAN
economies. (9 February 2017) Retrieved from
Kemp, S. (2015). Digital landscape of Southeast Asia in Q4 2015. (16 February 2017)
Retrieved from https://www.techinasia.com/talk/digital-southeast-asia-q4-2015.
Koummalasy, D. (2010). Comparative of Lao consumer’s perception toward Thai and
Chinese motorcycle. Thesis: International College, University of the Thai Chamber of
Commerce. (31January 2017) Retrieved from
Kurabayashi, T., Niimi, Y., & Yatsunami, S. (2013). Understanding ASEAN consumer markets
through country-specific questionnaires. ( 25 January 2017) Retrieved from https://www.nri.com/~/media/PDF/global/opinion/papers/2013/np2013192.pdf.
Maw, K. & Piansoongnern, O. (2014). Consumer buying behavior of fast foods in Myanmar.
(25 January 2017) Retrieved from
Ministry of Foreign Affairs of Thailand (2013). Open curtain ideas : Potential Thai products in
Lao PDR. (6 February 2017) Retrieved from
Myanmar Insider. (2015). The new wave of consumerism in Myanmar. (25 January 2017)
Nathalang, E. (1998). A reflection on culture and education: The case of Thailand on
approaching the 21st century. In E. Thumboo. Cultures in ASEAN and the 21st century. Singapore: UniPress.
Nielsen. (2015). Myanmar’s young population and increasing consumer purchasing power
fuels opportunities for brands. (9 February 2017) Retrieved from
Nielsen (2015). Southeast Asian consumer confidence hits new record high. (6 February 2017)
Retrieved from http://www.nielsen.com/apac/en/insights/news/2015/southeast-asian-consumer-confidence-hits-new-record-high.html.
Pimolsaengsuriya, S. (2016). Ten consumer mega-trends in Myanmar. (25 January 2017)
Pongsapitaksanti, P. (2010). A comparison of Thai and Japanese advertising agencies.
(2 February 2017) Retrieved from
Tangmeesang, O. (2013). Envirosell offers ASEAN consumer insights. The Nation, 21 January
2013. (1 February 2017) Retrieved from
Wiroonrath, S., Lertputtharak, S., Krstanin, D., & Wongtana-anek, T. (2013). The influence of
Thai television media on Lao people’s consumption of Thai products: A case study in Vientiane. Journal of Graduate School of Commerce Burapha Review, 8(1), 41-55.