This study compares how listeners from three Asia Pacific countries, Australia, Myanmar and Singapore, respond to advertisements featuring various English accents. Although studies have identified verbal effects as an important determinant of the success of television commercials, the specific study of accents within a cross-cultural framework is not available at the moment. The intention of the study is to place research of an audio factor of advertising in a cross-cultural context, thereby updating the usefulness of comparative cultural work in advertising and bringing it in line with the latest directions in global advertising. The inclusion of the Myanmar market in the research, a country which has been in hibernation for the past few decades, during which time no significant consumer behavior study has taken place, would add another element of interest.
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