A Comparison of Government and Public Institutions Advertising Appeals in Collectivistic and Individualistic Cultures
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The objective of this research was to examine how cultural values expressed in the contents of government and public institutions advertising, based on individualism-collectivism. This study investigated the extent to which government and public institutions print advertisements in Korea and U.S. Study 1 examined the extent to which government and public institutions print advertisements in Korea and U.S. use its intrinsic cultural values. Study 2 carried out experiment to study cultural differences in relative reaction of collectivistic and individualistic government and public institutions print advertising appeals in two countries. Findings of this study showed that cultural background plays role in the usage of government and public institutions print advertising messages and persuasive communication processes. Global marketers and advertisers realize the significance of the cultural similarities and differences that occur in diverse cultures.
Abstract
The objective of this research was to examine how cultural values expressed in the contents of government and public institutions advertising, based on individualism-collectivism. This study investigated the extent to which government and public institutions print advertisements in Korea and U.S. Study 1 examined the extent to which government and public institutions print advertisements in Korea and U.S. use its intrinsic cultural values. Study 2 carried out experiment to study cultural differences in relative reaction of collectivistic and individualistic government and public institutions print advertising appeals in two countries. Findings of this study showed that cultural background plays role in the usage of government and public institutions print advertising messages and persuasive communication processes. Global marketers and advertisers realize the significance of the cultural similarities and differences that occur in diverse cultures.
참고문헌 (15)
- G, Cui, "Culturally incongruent messages in international advertising", International Journal of Advertising, 31(2), pp.355~376 (2012)
- S. Han, "Persuasion and culture : Advertising appeals in individualistic and collectivisitic societies", Journal of Experimental Social Psychology, 30, pp.326~350 (1994)
- D. Maheswaran, "Issues and new directions in global consumer psychology", Journal of Consumer Psychology, 9(2), pp.59~66 (2014)
- N. Um., "The role of culture in creative execution in celebrity endorsement : The cross-cultural study", Journal of Global Marketing, 26(3), pp.155~172 (2013)
- K. Mortimer, "The relationship between culture and advertising appeals for services", Journal of Marketing Communication, 16(3), pp.149~162 (2010)
- M. De Mooi, "Global marketing & advertising : Understanding Cultural paradoxes" (2019), Sage
- M. De Mooij, "Cross-cultural consumer behavior: A review of research findings", Journal of International Consumer Marketing, 23(3, pp.4) (2011), 181~192
- J. Kim., "National Culture and Advertising Sensitivity to Business Cycles : A Reexamination", Journal of International Marketing, 28(4), pp.41~57 (2021)
- R. Taylor, "Do global brands use similar executional styles across cultures? A comparison of U.S. and Japanese television advertising", Journal of Advertising, 44(3), pp.276~288 (2015)
- J. Zhang, "Cultural values in advertisements to the Chinese X-generation : Promoting modern and individualism", Journal of Advertising, 32(1), pp.23~35 (2003)
- E. Purwanto, "The effects of shock advertising on purchase intentions and behavior of cigarettes in collectivistic culture", Journal of Advanced Research in Law and Economics, 9(2), pp.626~637 (2018)
- F. Xue., "Message framing and collectivistic appeal in green advertising : A study of Chinese consumers", Journal of International Consumer Marketing, 27(2), pp.152~166 (2015)
- R. Crawford., "Culture and the multinational advertising agency : The rise and fall of Mojo-MDA, 1964-1991", Journal of Historical Research in Marketing, 12(1), pp.151~172 (2019)
- G. Kitirattarkarn, "Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content", Journal of Advertising, 48(2), pp.197~214 (2019)
- Jun XU, "Uncertainty Avoidance, Individualism and the Readiness of Business-to-Consumer E-commerce", The Journal of Asian Finance, Economics and Business, 8(1), pp.791~801 (2021), 한국유통과학회