Culture and advertising executions: a comparison of selected characteristics of Korean and US television commercials

Article Abstract:

An analysis of more than 2,000 Korean and US television commercials is conducted to study the impact of cultural differences in advertising. Issues of creative strategy relative to how soon, how long and how often to present the brand, company name and product in commercials are examined. Differences in adveertising executions are confirmed to be essentially culture-based, although adopting or transferring certain creative approaches that are not culture-bound is not ntirely ruled out.

Analysis, Communications, Communication and culture

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Advertising appeals and cultural values in television commercials: a comparison of Hong Kong and Korea

Article Abstract:

A survey to compare the advertising appeals in Hong Kong and Korea, using a sample of 803 prime-time television commercials is discussed. The results show that femininity is an important variable for explaining differences in advertising between the two countries.

Radio, TV, publisher representatives, TV Advertising, Media Representatives, Hong Kong, Surveys, Femininity

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A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis

Article Abstract:

A comparative analysis on the impact of culture on advertising strategies of services sector, in the United States and Korea, is presented.

United States, Marketing procedures, Advertising, Advertising Activity, Service Industries, Comparative analysis, Customer service, Services industry, Civilization, Support services, Customer relations

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