A content analysis of the cultural values reflected in 1987 and 1997 Korean magazine advertisements

Abstract

This study investigated whether Korean magazine advertising has become more Westernized during the last decade or so, using individualistic appeals ¡as opposed to collectivistic appeals) and hard sell (as opposed to soft sell) approachs as indicators of Westernization. A sample of ads from 1987 and 1997 were content analyzed in terms of individualistic and collectivistic appeals used in the ads. A modest increase in the use of individualistic messages from 1987 to 1997 was found. Interestingly, however, the majority of the ads from both time periods employed individualistic appeals. In addition, the study clearly demonstrates that the majority of Korean ads employ the hard sell approach. These findings seem to suggest that Korea, contrary to the literature, may be a highly Westernized country strongly favouring ‘individualism’.