This study aims to evaluate the effects of the TV advertisements on Indonesian consumers by
investigating consumer’s perceptions of adapted and standardized TV commercials in Indonesia.
The research focused on how the multinationals advertising strategies can affect the perception
of the commercial then evaluated the moderating effects of the variables brand origin, product
type, brand familiarity and execution style. The researcher has been using students from the
special province of Yogyakarta as sample. Results indicate a significant difference between
attitudes toward localized and adapted commercials of the same brand. Indonesian generally
prefers standardized commercials. However this preference did not affect automatically their
attitudes toward the brand itself or the purchase intention. Furthermore, standardized
commercials are more likely to gain acceptance in the case of non durable products. Consumers
express more positive attitudes toward the standardized commercial in the case of less familiar
brands, and when it uses transformational appeals in its execution style.