The Influence of Advertising in Thai Local Cable TV on the Audience’s Attitudes and Behaviour

Abstract

This study examines the approaches of advertising in Thai local cable TV by in-depth interviews with key informants to assess types and forms of advertising broadcast during January 1, 2012 and December 31, 2012 and to determine whether the advertising contents violate the Food and Drug Administration Act and the Consumer Protection Act B.E. 2522. The study also examines the effects of advertising on the audience's attitudes and behavior through focus group discussions. The results of the study found that most local cable TV operators own 1-2 channels. They create their own programs and broadcast them promptly without any screening committees as those of free televisions. Advertisements were broadcast more than six minutes per hour that was allowed by the NBTC rules. Unethical advertisements were in various forms and most of them came along with the contents from free satellite televisions. Most advertisements that violate the Food and Drug Administration Act and the Consumer Protection Act B.E. 2522 are foods, medicines and cosmetics whose contents are false, exaggerated or misleading. Overall, these unethical advertisements greatly lessen the trustworthiness of advertising in Thai local cable televisions.



Author Information
Sarunthita Chanachaiphuwapat, National Institute of Development Administration, Thailand

Paper Information
Conference: MediAsia2013
Stream: Media Studies

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Posted by amp21