A Comparison of Government and Public Institutions Advertising Appeals in Collectivistic and Individualistic Cultures집단주의와 개인주의 정부 및 공공기관 광고의 문화적 비교 연구
- Other Titles
- 집단주의와 개인주의 정부 및 공공기관 광고의 문화적 비교 연구
- Authors
- 한상필
- Issue Date
- Jul-2021
- Publisher
- 한국융합학회
- Keywords
- 광고 콘텐츠; 마케팅 커뮤니케이션의 문화적 비교; 정부와 공공기관 인쇄광고; 개인주의와 집단주의; 내용분석; Advertising contents; Cross-cultural comparison of marketing communications; Contents of government and public institutions print advertising; Individualism and collectivism; Content analysis.
- Citation
- 한국융합학회논문지, v.12, no.7, pp.153 - 158
- Indexed
- KCI
- Journal Title
- 한국융합학회논문지
- Volume
- 12
- Number
- 7
- Start Page
- 153
- End Page
- 158
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/108260
- DOI
- 10.15207/JKCS.2021.12.7.153
- ISSN
- 2233-4890
- 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.
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