Abstract
This study focuses on advertising appeal of newspaper advertisement in Korea and Japan differs from each other in detail. Comparative analysis in this study on newspaper advertisements between Korea and Japan has been conducted based on an assumption that advertisement is a reflection of culture. For verification, this study employs a contents analysis method to compare and analyse Korean and Japanese Newspaper advertisements. This study analysed a total of 411 advertisements (209 and 202 from Korean and Japanese respectively) placed in nation-widely circulated newspapers. The study results demonstrate that there are meaningful statistical differences in advertising appeal of Korean and Japanese newspaper advertisements. These differences could be interpreted as products of cultural differences between Korea and Japan. It is required to continue follow-up researches on various areas including creative strategy and medium of advertisement in Korea and Japan.
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