This study examines the similarities and differences in cultural values, creative strategy, information content, formats and styles of appeal in the contemporary magazine advertising in the UK and South Korea. Despite cultural and market differences, no significant differences were found in the use of creative strategy, formats and appeals: a major difference was, however, identified in the level of information content with the sampled Korean advertisements proving to be consistently more informative than those of the UK. Product categories also transpired to be an important determinant of advertising differences. The study further explores the cultural values associated with women and the elderly. Both samples tended to portray women as sexual objects, objects of looking, tyrannized by the slender body ideal; but whereas the Korean advertisements for household electrical appliances were distinctly gendered, focusing on the stereotypical role of woman-as-housewife, the British advertisements were more product-focused. The elderly models used in the British advertisements were portrayed as healthy, independent, fashionable and energetic - images associated with cultural values of `individualism', `independence', `health' and `enjoyment'. By contrast, most of the elderly models in the Korean sample were portrayed as being in familial and generational relationships associated with traditional Confucian values such as 'family', `hyo' (filial duty), `chong' (a Korean notion of harmony and affection) and `han' (a peculiarly Korean form of sadness). This finding seemed to reflect the contrasting characteristics of `individualistic' British culture and `collectivist' Korean culture. Overall, the results showed that a standardized advertising approach was found in `cosmetics' and `clothing' categories, while a localised advertising approach was found in `household electrical goods' and products targeted at the elderly.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:528453 |
| Date | January 2005 |
| Creators | Yoon, Hyunsun |
| Publisher | Cardiff University |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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