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Cultural Values Reflected in Theme and Execution: A Comparative Study of U. S. and Korean TV Commercials
Journal of Advertising (1999)
  • Bongjin Cho, keimyung university
  • Up Kwon, keimyung university
  • James W. Gentry, University of Nebraska at Lincoln
  • Sunkyu Jun
  • Fredric Kropp, Monterey Institute of International Studies

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 US 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 US. Korean commercials stress oneness-with-nature slightly more than US commercials, and US commercials use more direct approaches. Directions for refinement and future research are identified.

  • cross-cultural studies,
  • television advertising,
  • commercials,
  • values,
  • comparative analysis
Publication Date
Winter 1999
Citation Information
Bongjin Cho, Up Kwon, James W. Gentry, Sunkyu Jun, et al.. "Cultural Values Reflected in Theme and Execution: A Comparative Study of U. S. and Korean TV Commercials" Journal of Advertising Vol. 28 Iss. 4 (1999)
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