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Exploring the success of Thai advertising: historical perspective

Marissa Chantamas (Department of Marketing, Assumption University, Bangkok, Thailand)
Bu-nga Chaisuwan (Graduate School of Communication Arts and Management Innovation, International College of National Institute of Development Administration, Bangkok, Thailand)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 28 February 2020

Issue publication date: 8 April 2020




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.


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.


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.

Research limitations/implications

Examination of Thai advertising shows that the strength of Thai advertising lies in its human resources. This exploration of challenges and success of Thai advertising has shed light on how the advertising industry can be developed for creativity leadership in the global arena. The limitation is that the paper misses interviews with digital agencies.

Practical implications

This paper provides a comprehensive presentation of Thai advertising history in terms of agency development, creativity, and self-regulation.


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.



Chantamas, M. and Chaisuwan, B.-n. (2020), "Exploring the success of Thai advertising: historical perspective", Journal of Historical Research in Marketing, Vol. 12 No. 1, pp. 5-18.



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