Case Studies on Cultural Differences in TV Advertising: Focus on South Korea and USA

초록

This study focuses on cultural differences between South Korea and United States in TV advertising by analyzing eight different cases. 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 in such competitive world. 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. In this study, TV commercials of Hyundai Motors, Samsung Mobile, and Absolute and Soju as cases of liquors are used for comparison between two countries and the commercials of Emart’s world beer and Christian Dior’s Miss Dior are analyzed to reflect the current cultural similarities. 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.

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