Beyond polarized cultural values - A new approach to the study of south Korean and US newspaper advertisements
- Authors
- Paek, HJ; Nelson, MR; McLeod, DM
- Issue Date
- Jan-2004
- Publisher
- Association for Consumer Research
- Citation
- Advances in Consumer Research, v.31, pp 495 - 502
- Pages
- 8
- Indexed
- SSCI
- Journal Title
- Advances in Consumer Research
- Volume
- 31
- Start Page
- 495
- End Page
- 502
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/119480
- ISSN
- 0098-9258
- Abstract
- This study content-analyzed US and South Korean newspaper ads for the year 2000, to challenge bipolarized cultural value frameworks prevalent in cross-cultural advertising studies and to establish more rigorous methodology. Our multi-group confirmatory factor analysis showed that the two-factor model of individualism/collectivism dimension was not equivalent across the two cultures, while the future/past time orientation dimension was comparable. As predicted, both Korean and US ads conveyed more individualistic than collectivistic indicators. In addition, Korean ads were more future-time oriented than the US ads. Findings are discussed in tenus of theoretical, methodological and socio-cultural considerations.
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