Abstract
This study examines the impact of political system and culture on political advertising of the United States, Japan and Korea. The population of this study was defined as all political ads appearing in major daily newspapers during the 1963–1997 presidential election campaigns in the U.S. and Korea, and the House of Representatives' election campaigns in Japan. A total of 695 political newspaper ads were content-analyzed in this study. Results of the study showed that there were differences in types, valences and appeals of political advertising of the U.S., Japan and Korea. Also, discussions based on study results showed mixed and intertwined arguments against or for the expectations for this study.
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