Abstract
This study explores televised political ads in the 1992 presidential election in the US and Korea to determine whether Korean political advertising follows American campaign styles—the findings are that it does. More specifically, the results demonstrated few differences between the two groups. However, some deep‐seated Korean cultural values still remain distinct in terms of negative advertising use and the category of ethical appeals. The conclusion is that the dominance of American campaign styles may be present in a global context beyond Western societies.
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