Kleebpung, Nonthasruang (2010) Advertising and media literacy : young people and their understanding of the world of advertising in Australia and Thailand. PhD thesis, Victoria University.

Abstract

This thesis demonstrates that Thai, Thai-Australian, and Asian international participants have a stronger knowledge of advertising industry operation compared with Australian participants. Thai and Thai-Australian participants were more sceptical of the rhetorical claims of advertising and aware of global branding techniques. Differences are also apparent in readings of gender and sexuality in advertising. Australian participants focused more on questions of gender inequality, while Thai participants moralised more about sexuality. Thai participants were also more concerned with the ethics of over-consumption. Australian participants exhibited characteristics of low-context cultures and often used a direct style to demonstrate their knowledge of the media. Thai participants used characteristically elaborate and indirect styles, typical of high-context readings of the media.

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