Abstract
This study attempts to investigate similarities and differences in the advertising appeals in Hong Kong and Korean television commercials. Literature review suggests that the differences between the two countries in terms of advertising industry and national culture can be related to the differences in advertising appeals and value portrayal and the hypotheses were developed in terms of two value dichotomy (Western vs. Eastern, utilitarian vs. symbolic) and Hofstede’s cultural dimensions. A sample of 803 prime-time television commercials from the two countries was analyzed using Cheng and Schweitzer’s (1996) framework. Hypotheses testing showed the mixed results. Hong Kong advertising contained more Western values than Korean advertising, while utilitarian and symbolic values were employed in a similar manner in both countries. It was found advertising appeals were related to the two cultural dimensions (uncertainty avoidance and masculinity/femininity) to some extent, while the notion of value paradoxes was found to exist in the television advertising in both countries.
| Original language | English |
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| Title of host publication | European Advances in Consumer Research |
| Publisher | Association for Consumer Research |
| Pages | 120 |
| Number of pages | 1 |
| Volume | 6 |
| Publication status | Published - Jun 2003 |
| Event | Association for Consumer Research 2003 European conference - Dublin, Ireland Duration: 4 Jun 2003 → 7 Jun 2003 |
Conference
| Conference | Association for Consumer Research 2003 European conference |
|---|---|
| Country/Territory | Ireland |
| City | Dublin |
| Period | 4/06/03 → 7/06/03 |