Culture and advertising executions: A comparison of selected characteristics of Korean and U.S. television commercials.

In a study comparing Korean and US television advertising, over 2,000 commercials were analyzed to determine how soon, how long, and how many times the brand, company name, and product were presented. These variables represent important decisions that must be made by advertisers. Different languages, as part of their respective cultures, exhibit contextual variations. High context cultures such as Korean culture are intuitive and contemplative and tend to use indirect and ambiguous messages. Low context cultures, like American culture, are analytical and action-oriented and tend to use clearly articulated and spoken messages. The study indicated other differences between US and Korean television advertising, such as harmony seeking versus confrontational and collectivist versus invidualistic advertising.

Main Author: Miracle, Gordon.
Other Authors: Chang, Kyu Yeol., Taylor, Charles.
Format: Villanova Faculty Authorship
Language: English
Published: 1992
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