A A Cross-Cultural Analysis of Taiwan and Thailand through Food and Beverage Advertisements

Abstract

Abstract

                This study aims to examine the cross-cultural connotations embedded in food and beverage advertisements in Taiwan and Thailand, identify the cultural similarities and differences between the two regions, and apply the findings to Chinese language teaching, thereby providing pedagogical insights for teachers of Chinese as a foreign language. The research focuses on multinational food and beverage advertisements common to both Taiwan and Thailand (using McDonald's and Coca-Cola as examples, covering different versions from various periods), as well as local advertisements with regional characteristics (Taiwan: Xiangcheng Chicken, Weili Zhajiang Noodles, Taiwan Beer; Thailand: Mama Instant Noodles, Est Cola, Shingha Beer, and Chang Beer). The comparative analysis is conducted from six cultural dimensions: (1) language; (2) staple foods, flavors, and specialty dishes; (3) clothing; (4) festivals, beliefs, rituals, traditional cultural activities, and folk myths; (5) gender; and (6) geographical environment. In terms of pedagogical application, teachers are encouraged to utilize modern media as instructional tools, guiding students to analyze the cultural connotations in food and beverage advertisements and engage in classroom discussions and training activities. This approach aims to enhance students' language proficiency and cross-cultural communication competence, enabling them to understand cultural differences in authentic contexts and utilize Chinese more effectively for cross-cultural communication.

Keywords: Cross-cultural comparison; food advertisements; Taiwan; Thailand; Chinese language teaching