Abstract
This paper aims at seeking the ways to educate Korean value culture, focusing on Bacchus brand advertisements. The four sessions of classes were conducted by focusing on normative culture, hierarchical culture, health and family, and Korean culture, among the value items shown in the Bacchus advertisement. The class was subjected to Chinese learners at the intermediate level. Therefore, the study aims to minimize cultural heterogeneity by encountering some of the Korean value cultures. The learners, through advertising narratives, were able to figure out the contexts of Korean value cultures by first knowing the objects of value culture, secondly knowing its method of value, and thirdly, knowing its reason and evaluation. As a result, it was revealed that positive results were found in communication with Koreans and life in Korea, beyond understanding value cultures.
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