In 1996 to 1997, detailed interviews were conducted involving seven groups of highs school and university students, enabling identification of numerous common characteristics regarding the respondents interaction with people and goods. The most important hypothesis obtained was that young Japanese connect with others and products by periphery without touching the essence of each other.
This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the evaluation of TV commercials are also shown. TV advertising is especially important for advertisers to communicate their brands to consumers in Asia, given that in most Asian countries the television ownership ratio is over 90%.