Analysis of Cultural Differences in Advertising of Korea and USA: Case Studies

초록

The aim of this paper is to analyze cultural differences between South Korea and United States in advertising. Cultural differences, while difficult to observe and measure; are very significant that a business can not merely rely on current method of conducting business, when the corporation decides to jump into international level. Despite cultural aspects are vital to grasp, little research has been proceeded, thus this study serves the purpose of utilizing the Hofstede’s cultural dimensions to compare the cultural values of South Korea and the United States to observe the impact of cultural factors regarding commercials. Thus, corporation ought to exercise cultural insights to ensure that the developed marketing tactics would generate the necessary reactions required to propel the corporation’s image forward.