Cultural values manifest in Hong Kong and Korean television commercials

This study examined cultural values in a sample of 803 television commercials broadcast in prime time programs in Hong Kong and Korea using content analysis. Literature suggests that Hong Kong and Korean cultures share some similarities and differences in the Hofstede’s (1991) framework of the cultural dimensions. Results of the study showed significant differences between the two countries in terms of product profile and cultural values. Contrary to what is expected from the Hofstede’s framework, Hong Kong television advertising contained more uncertainty avoidance cultural value “safety”. Hong Kong and Korean television commercials had no significant difference in the occurrence of cultural values related to the masculinity/feminity, the power distance and the individualism/collectivism dimensions. The culture-reflecting quality of advertising was supported for two of four hypothesized similarities/differences. Hofstede’s framework was partially supported for the prediction of cultural values in television advertising.