Exploring the success of Thai advertising: historical perspective

Purpose This paper aims to provide a comprehensive record of the development of Thai advertising, which started as being heavily influenced by the West and subsequently evolved with a unique style that fits well with the global advertising trends. Design/methodology/approach The analysis was done based on literature review and content analysis of Thai advertising. In addition, ten in-depth interviews were conducted with executives of the Advertising Association of Thailand and academics. Findings Thai advertising progressed from being influenced by the growth of transnational advertising agencies. This resulted in strong creative foundations that blended well with the unique Thai emotional flair. In addition, consumer protection has grown in importance, leading to a strong commitment in pushing for self-regulation. Originality/value This paper aims to provide a better understanding of the Thai advertising industry based on agency ownership and growth, creativity development leading to the unique Thai emotional advertising and self-regulation.