Cultural values reflected in theme and execution: A comparative study of U.S. And Korean television commercials

Bongjin Cho, Up Kwon, James W. Gentry, Sunkyu Jun, Fredric Kropp

Research output: Contribution to journalArticle

162 Citations (Scopus)

Abstract

This study develops a cross-cultural content analysis framework to examine underlying cultural dimensions: individualism/collectivism, time orientation, relationship with nature, and contextuality. Most cross-cultural content analyses have inferred that differences in execution have been due to assumed cultural differences in the societies examined (often based on the work of Hofstede [1980]); the development of the structure proposed here will allow the direct investigation of those cultural issues. Television commercials from the U.S. and Korea were selected as being representative of North American and East Asian commercials. Both countries are present-time oriented, and while individualism and collectivism are prevalent in both cultures, individualism is more dominant in the U.S. Korean commercials stress oneness-with-nature slightly more than U.S. commercials, and U.S. commercials use more direct approaches. Directions for refinement and future research are identified.

Original languageEnglish (US)
Pages (from-to)59-73
Number of pages15
JournalJournal of Advertising
Volume28
Issue number4
DOIs
StatePublished - Jan 1 1999

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television commercials
Television
individualism
collectivism
Values
cultural analysis
cultural difference
Korea
content analysis
Comparative study
Cultural values
Television commercials
society
time
Nature
Individualism

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Cultural values reflected in theme and execution : A comparative study of U.S. And Korean television commercials. / Cho, Bongjin; Kwon, Up; Gentry, James W.; Jun, Sunkyu; Kropp, Fredric.

In: Journal of Advertising, Vol. 28, No. 4, 01.01.1999, p. 59-73.

Research output: Contribution to journalArticle

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