Korean Advertising Research Articles

Customer's recognition on multicultural society which are reflected in Korean advertisements

Customer's recognition on multicultural society which are reflected in Korean advertisements

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines

Using content analysis based on Goffman’s (1979) typology, the authors examined gender role stereotypes in Korean fashion magazines targeting adolescent girls. Korean women were more stereotypically portrayed than any other group as smiling, pouting, and with a childlike or cute expression. On the other hand, Western women were more stereotypically portrayed than any other group in the categories of licensed withdrawal and body display. In some categories, male models were more female-stereotypically portrayed than female models of a particular race. Implications of the findings, future research suggestions, and limitations of the current study are discussed.

An Approach to the Macroeconomic and Psychological Issues of Korean Advertising Industry: From 1997 to 2008 on Indices of National Industry

An Approach to the Macroeconomic and Psychological Issues of Korean Advertising Industry: From 1997 to 2008 on Indices of National Industry

The Globalisation of the Korean Advertising Industry: Dependency or Hybridity?

This study aims to examine how globalisation has moulded the identity and structure of the Korean advertising industry, and to analyse its transformations through the conceptual lens of hybridity: whether it is an industry dominated by global power, represented by transnational advertising agencies and transnational corporations, or one hybridised through globalisation. The Korean advertising industry was officially opened to foreign investment in 1987 as part of a trade pact with the United States. While transnational advertising agencies (TNAAs) have become well established in Korea over the past 20 years, local interests have come to coexist with the TNAAs through both competition and cooperation. Advertisers in the Korean market still maintain strong in-house agencies as a counterbalance to the growth of TNAA forces, simultaneously providing insight into the nature of globalisation and regionalisation. The analysis thus indicates that the Korean advertising industry represents a ‘hybrid’ rather than a ‘dependent’ mode of existence.

Gender Role Portrayals in American and Korean Advertisements

This article reports on an examination of gender role portrayals in American and Korean magazine advertisements that is based on the work of Erving Goffman (1979). Through a study of advertising images, we explored implied gender roles within and between cultures. Results of an analysis of a random sample of American advertisements are compared to results for comparable Korean magazines and to previous researchers' applications of Goffman's approach to American advertisements. Results indicate that sexism in American magazine advertisements has decreased but not disappeared. Evidence of sexism in Korean magazine advertisements was found as well. We also compared gender depictions in advertisements directed to magazine audiences of relatively different ages. Observations are made about differences in gender role portrayals in American advertisements over time, between cultures, and for different aged magazine readers.

The Importance of Perceived Endorser Credibility in South Korean Advertising

A study was undertaken to examine the effectiveness of celebrity endorsements in Korean advertising. Beyond traditional measures of attitude toward the ad, the brand and intent to purchase, influences of perceived credibility were also examined to gain a better understanding of the process. Celebrities were found to be highly effective in creating more favorable responses on the dependent measures; however, perceived credibility of the endorser played a significant mediating role in determining the effectiveness. A path analysis of the relationship between relevant variables in the study resulted in support for the predicted model. Implications for advertisers and suggestions for future research are discussed.

Local modes of practice in an age of globalization: renegotiating national identity as enacted in South Korean advertising

This article examines broad discursive strategies as exemplified in South Korean advertising and how those meanings are produced within contemporary Korean society through cultural production and everyday practices. The central theme of this article is to discover the possibility of resistance and negotiation through the production and consumption of popular culture and to discover the field of cultural interpretations that are not yet integrated in the global market system and global culture. This article suggests that cultural power and autonomy are crucial in this age of globalization. One role of media representations in the process of constructing and articulating the national identity of South Korea is to make public those specific processes of negotiation and indigenization involving tensions between Korean identity and western influence. I argue that media (ads) can be central to this activity.

Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea

PurposeThe objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede's framework – uncertainty avoidance and masculinity/femininity.Design/methodology/approachA sample of 803 prime‐time television commercials from the two countries was analyzed using Cheng and Schweitzer's classification of advertising appeals.FindingsThe results show that femininity is an important variable for explaining differences in advertising between Hong Kong and Korea. Both Hong Kong and Korean advertising show no difference in values of high uncertainty avoidance, although an appeal of high uncertainty avoidance was used more often in Korean advertising. However, values of low uncertainty avoidance are more prevalent in television commercials in Korea, a country of high uncertainty avoidance, than Hong Kong, a country of low uncertainty avoidance. It is also found that the correlation between product categories and cultural values is society‐based.Originality/valueThis study reveals that Hofstede's framework does explain cross‐cultural differences between Hong Kong and Korea and provides empirical evidences for the impact of value paradoxes on advertising in both countries, suggesting that Hofstede's framework and the value paradoxes provide a possible theory for testing the relationship of the society and its advertising content within a culture as well as across cultures.

A functional analysis of presidential television spots: A comparison of Korean and American ads

This study applies the Functional Theory of Political Campaign Discourse to the television spots from the 2002 Korean presidential campaign. TV ads appear to have become an institutionalized component of the Korean presidential campaign; as yet no study has examined the most recent Korean presidential ads. Like American candidates, Korean presidential candidates rely more on acclaims (positive utterances) than attacks (negative statements). They also rarely defend in spots. The incumbent party candidate, Roh, offered more acclaims than the challenger Lee, whereas the challenger Lee used more attacks than did Roh. However, unlike American candidates (who emphasized policy over character), policy (issue) and character (image) were almost equally discussed in Korean advertisements. Unlike American presidential candidates, the winner in Korea in 2002 emphasized character more than policy. It is clear that presidential campaign messages from these two cultures possess both similarities and differences.

Japanese/Korean linguistics, vol. 7 Ed. by Noriko Akatsuka, Hajime Hoji, Shoichi Iwasaki, Sung-Ock Sohn, and Susan Strauss (review)

BOOK NOTICES 225 extensive references, allowing the reader to pursue additional readings. By showing how the P and P framework can be applied to a variety of different languages, the book does overcome the well-known criticism that generative grammar is nanowly preoccupied with English. However, it still does not entirely live up to its title in the sense that the syntax is not as comparative as one might wish (and it is debatable just how new this syntactic theory really is). Not a single language from Papua New Guinea or Australia is discussed in the book, and only three indigenous languages of the Americas are mentioned—Mohawk (Iroquoian), Southern Tiwa (Kiowa Tanoan), and Yuma (Tupi). This is not particularly damning in and of itself, but many of those who have criticized generative grammar for its provincialism will be unsatisfied. [Stuart Robinson, Australian National University.] Japanese/Korean linguistics, vol. 7. Ed. by Noriko Akatsuka, Hajime Hoji, Shoichi Iwasaki, Sung-Ock Sohn, and Susan Strauss. Stanford, CA: CSLI, 1998. Pp. xi, 687. All but 1 of the 39 papers in this volume originated in the Seventh Japanese/Korean Linguistics Conference held at the University ofCalifornia at Los Angeles , 8-10 November 1996, the exception being one paper presented at the Sixth Japanese/Korean Linguistics Conference but, because of a clerical error, omitted from Japanese/Korean linguistics, vol. 6 (ed. by Ho-Min Sohn and John Haig, Stanford, CA: CSLI, 1997). The volume opens with the paper omitted from the previous volume (Chung-Hye Han), and the guest speaker's contribution (Senko K. Maynard). The rest is made up of seven parts: conversation, language and culture, historical linguistics, semantics and pragmatics, syntax and semantics, phonetics and phonology, and demonstrative workshop. The volume ends with a nine-page index. The opening paper by Chung-Hye Han attempts to provide a unified account of the three different readings of the so-called topic marker -(n)un in Korean . In the second paper Senko K. Maynard, based on data from newspapers and girls' comic books, examines functions of self-quotation and other-quotation in Japanese. The six papers in Part 1 deal with discourse or conversation analysis of Japanese: Hiroko Furo on turn-taking in Japanese conversation and related linguistic properties thereof; Matsuko Endo Hudson on the similarities and differences between three Japanese connectives, sorede, dakara, and ja, all translated into English so; Makoto Hayashi and Junko Mori on so-called co-constructions in Japanese and their functions from social-interactional perspective; Tsuyoshi Ono, Eri Yoshida, and Mieko Banno on interactional properties of marked nsing intonation (i.e. hangimonkei) in Japanese; Naomi Hanaoka McGloin on an interactional analysis of Japanese hai and ee, both translated into English yes; and Scott Saft on the distribution and discourse functions of Japanese utterance-initial iya. Part 2 consists of three papers: Shigeko Okamoto on use and nonuse of honorifics between salespersons and customers in Kyoto and Osaka; Susan Strauss and Yong-Yae Park on cultural preferences reflected in Japanese, American, and Korean advertising; and Rodney E. Tyson on the color naming system in Korean and possible social factors that may bear upon the system. The two papers in Part 3 are concerned with Japanese historical linguistics: Peter Hendriks on two syntactic changes in Japanese, i.e. the loss of a focus concord phenomenon and the merger of predicative and attributive verbal forms; and Katsunobu Izutsu on the conelation between form and function in predicative grammatical categones of classical Japanese. Part 4 contains four papers: Akio Kamio on use of the Japanese sentence-final particle ne within his own theory of territory of information; Yoshiko Matsumoto on identification of the Japanese complementizer toyuu as a marker of 'quasi-quotation' ; Yasuhiro Shirai on the functional affinity between the progressive and resultative in Japanese, Korean, Chinese, and English; and Satoshi Uehara on use ofzero pronouns in Japanese and on related discourse and subjectivity factors. Part 5, with sixteen papers, is the longest in the volume: Daeho Chung on the scope licensing modes of WPs in situ in Japanese and Korean; Yuki Hirose and Soon Ae Chun on ambiguity resolution in Japanese and Korean relative clauses; Hisako Ikawa on the thetic/categorial...

Americanization of Korean political advertising

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.

The Impact of Brand Differentiating Messages on the Effectiveness of Korean Advertising

Many U.S. advertisers have long stressed the need to use the advertising message to differentiate a brand from its major competitors. This conventional wisdom has been supported empirically by Stewart and Furse's (1986) study of more than 1,000 television commercials, which found a positive relationship between the presence of a brand differentiating message and advertising effectiveness. The question of whether this important research finding extends cross-culturally to South Korea is investigated in this article. To this end, an experiment was conducted in Seoul using selected commercials from a large content-analyzed database of Korean television advertisements. Results suggest that brand differentiation can be an effective technique for firms advertising in Korea.

Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies

Two studies examined the extent to which a core dimension of cultural variability, individualism-collectivism (Hofstede, 1980, 1983; Triandis, 1990), is reflected in the types of persuasive appeals that tend to be used and that tend to be effective in different countries. Study 1 demonstrated that magazine advertisements in the United States, an individualistic culture, employed appeals to individual benefits and preferences, personal success, and independence to a greater extent than did advertisements in Korea, a collectivistic culture. Korean advertisements employed appeals emphasizing ingroup benefits, harmony, and family integrity to a greater extent than did U.S. ads. Study 2, a controlled experiment conducted in the two countries, demonstrated that in the U.S. advertisements emphasizing individualistic benefits were more persuasive, and ads emphasizing family or ingroup benefits were less persuasive than they were in Korea. In both studies, however, product characteristics played a role in moderating these overall differences: Cultural differences emerged strongly in Studies 1 and 2 for advertised products that tend to be purchased and used with others, but were much less evident for products that are typically purchased and used individually.