Title: The Communication Effect of Thai Public Service Advertising in China: A Semiotic Analysis
<br>Cover Date: 2024-06-01
<br>Cover Display Date: June 2024
<br>DOI: 10.22452/ijcs.vol15no1.5
<br>Description: With the increasing significance of public service advertising in information dissemination and value guidance, the dissemination effect of Thai public service advertisements in China has attracted widespread attention. This study selected 20 Thai public service advertisements from 2015 to 2022. It uses case analysis and semiotic theory to deeply explore the role of visual and auditory symbols in the effectiveness and dissemination of Thai public service advertisements. Questionnaire survey and in-depth interview methods were used to research the dissemination effects of Thai public service advertisements on Chinese audiences. Research has found that in Thai public service advertisements, using populist character symbols, philosophical textual symbols, realistic scene symbols, and appropriate auditory symbols can significantly improve advertising effectiveness and the spread of information. Thai public service advertising is found to significantly impact Chinese audiences in the aspects of cognition, attitude, and behaviour. This study provides a reference for creating and disseminating Chinese public service advertising. It is expected to promote further the exploration of content production in Chinese public service advertising.
<br>Citations: 0
<br>Aggregation Type: Journal
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<br><br><br>Title: Research on the Achievements of Thai Advertising Content Creation and Social Media Channels and Cross-cultural Communication in China
<br>Cover Date: 2022-01-01
<br>Cover Display Date: 2022
<br>DOI: 10.1109/ICICA56942.2022.00020
<br>Description: With the continuous development of Internet technology and the arrival of the era of big data, social media has gradually become an indispensable part of people's lives. By the tendency of economic globalization, this technology makes it easier for people to come into contact with foreign cultures. Cross culture is a new way of communication, and advertising is a form of culture. Moreover, cross-cultural communication medium can play a role in communication by spreading and maximizing its cultural spread value and economic value, and actively spreading our national culture and image. In terms of advertising, Thailand's advertising industry is famous for its creativity in the international market, highlighting its cultural value and commercial value in the field of advertising. The national creativity and national culture displayed by it can be used for reference by China. This paper adopts the method of literature analysis and case analysis. It discusses three aspects of Thai advertising with personal communication and interaction, Thai advertising with plot as the traction and Thai advertising with emotion as the center. Through the research, this paper will find the success factors of Thai advertising in the process of cross-cultural communication. Hoping it will be helpful to the cross-cultural communication of Chinese advertising.
<br>Citations: 2
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: An artificial intelligence instructional system to promote learning on rice farming basing on the philosophy of sufficiency economy for farmers in the upper northeastern Thailand
<br>Cover Date: 2021-01-01
<br>Cover Display Date: 2021
<br>DOI: 10.1109/CCISP52774.2021.9639290
<br>Description: Thailand has played a major role in exporting rice in the international market. However, the system for supporting career development and lifelong learning of rice farmers living in rural areas had not been well developed. Therefore, we developed an e-learning system with social-media-based communications for those in the Upper Northeastern Thailand (the poorest region). Results show that a majority of farmers who used the developed e-learning system answered that they were satisfied with their learning experience. Our study highlights the importance of the local contexts and local needs, which can be incorporated upon the developing an education tool.
<br>Citations: 0
<br>Aggregation Type: Conference Proceeding
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<br><br><br>Title: Socio-demographic determinants of motorcycle speeding in Maha Sarakham, Thailand
<br>Cover Date: 2020-12-01
<br>Cover Display Date: December 2020
<br>DOI: 10.1371/journal.pone.0243930
<br>Description: Thailand has the highest road traffic fatality rate in Southeast Asia, making road safety a critical public health concern. A 2015 World Health Organization (WHO) Report showed that speeding behavior was the most important determinant for road traffic crashes in Thailand. Here, we aimed to examine associations of socio-demographic factors (gender, age, socioeconomic status) with self-reported motorcycle speeding behavior. Additionally, we examined a potential role of time discounting and risk preference as mediators in the association of socio-demographic factors with speeding. We used data obtained from the Mahasarakham University Social Network Survey 2018 (MSUSSS) (N = 150). We ran linear network autocorrelation models (lnam) to account for the data's social network structure. We found that males are more likely than females to engage in speeding behavior (β = 0.140, p = 0.001) and to discount the future (β = 5.175, p = 0.017). However, further causal mediation analysis showed that time discounting does not mediate the gender-speeding association (p for mediation = 0.540). Although socioeconomic status (subjective social class) was not associated with speeding (β = 0.039, p = 0.177), age was marginally associated with speeding (β = 0.005, p = 0.093). Future studies may consider using a larger sample.
<br>Citations: 10
<br>Aggregation Type: Journal
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<br><br><br>Title: A Systematic Review on Epidemiology and Promotion of Motorcycle Helmet Use in Thailand
<br>Cover Date: 2019-07-01
<br>Cover Display Date: 1 July 2019
<br>DOI: 10.1177/1010539519860733
<br>Description: Background. Road traffic accidents are the fourth leading cause of death in the entire population, and the first among the youth (ages 15-19 years) in Thailand. The situation in Thailand is worse than in neighboring low- to middle-income countries in the Southeast Asia region. Seventy-three percent of the deaths in the country are motorcycle drivers or passengers. Although motorcyclists (both drivers and passengers) have been obligated to wear helmets by law, the prevalence of helmet use nationwide is not high (43.7% in 2010). Methods. We performed a systematic review to examine potential social determinants of helmet use behavior (observational studies) and to summarize previous intervention studies to promote helmet use (interventional studies) in the country. Studies were identified in PubMed and Web of Science, and by additional review of Thai-written literature. Results. We identified 16 relevant studies for social determinants of helmet use and 5 relevant studies for promoting helmet use in Thailand. Our review shows that several factors such as teens and children (age), women (gender), rural areas (geography), and alcohol drinking (interaction with another behavior) are associated with non-helmet use. We also identified 4 interventional studies implemented in Thailand: 1 law enforcement program and 4 community-based educational programs. Although all the studies improved the prevalence of helmet use after the interventions, only 2 studies exceeded 50%. Conclusion. There is consistent evidence that being younger, being a woman, living in non-Bangkok areas, and drinking alcohol are associated with non-helmet use among motorcycle users in Thailand. We also observed that the effect of past intervention programs is limited.
<br>Citations: 14
<br>Aggregation Type: Journal
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