Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials

Cho, Bongjin; Kwon, Up; Gentry, James W.; Jun, Sunkyu; Kropp, Fredric

doi:10.1080/00913367.1999.10673596

Cited by 214 publications

(194 citation statements)

References 43 publications

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“…In recent years, research has found an increasing trend to standardize strategy more frequently than executions (e.g., Alden, Hoyer, and Lee 1993;Cho et al 1999;Duncan and Ramaprasad 1995;Harris 1994;Taylor 2002). It is therefore important to measure standardization at both levels.…”

Section: Level Of Standardizationmentioning

confidence: 99%

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Okazaki

Taylor

Zou

2006

Journal of Advertising

101

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription ADVERTISING STANDARDIZATION'S POSITIVE IMPACT ON THE BOTTOM LINE: A Model of When and How Standardization Improves Financial and Strategic PerformanceAuthor: Okazaki, Shintaro; Taylor, Charles R; Zou, Shaoming ABSTRACT:Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance.Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.During the last few decades, the topic of standardization of advertising has received considerable attention in the academic literature. As Agrawal (1995) noted, the issue has been formally studied for over 50 years, and it is one of the most researched topics in international advertising. Despite this attention, only a few studies (e.g., Laroche et al. 2001; Samiee et al. 2003) have examined the factors that lead companies to standardize their advertising (Taylor 2002). Harris (1994) pointed out that there has been too much focus on whether firms should standardize and too little focus on how they should go about it.

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Section: Level Of Standardizationmentioning

confidence: 99%

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Okazaki

Taylor

Zou

2006

Journal of Advertising

101

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“…In a cross-culture comparison of television advertising messages, U.S. Gen Y consumers preferred information-rich commercials compared to their Korean counterparts who preferred laconic information (Taylor et al, 1997). Also, expressions of individualism in domestic brand television commercials are more prominent in the United States than in Korea, while commercials incorporating conversations among individuals are more prevalent in Korea than in the United States (Cho et al, 1999).…”

Section: Culturementioning

confidence: 99%

“…These two markets are especially relevant in studies of M-advertisingbecause they have fast-growing mobile penetration rates (Choi, Hwang, & McMillan, 2008) but culturally different. The U.S. can be categorized as a highly individualistic culture, while Korea is a collectivistic country (Bang et al, 2005;Cho et al, 1999;Hofstede & Hofstede, 2005;Taylor, Miracle, & Wilson, 1997). Specifically, U.S. consumers scored 91 out of 100, and Korean consumers registered 18 out of 100 on the Individualist dimension of Hofstede's Model of National Cultures (Hofstede & Hofstede, 2005).…”

Section: Culturementioning

confidence: 99%

Generation Y Consumers’ Value Perceptions toward Apparel Mobile Advertising: Functions of Modality and Culture

Koo¹,

Knight²,

Yang³

et al. 2012

IJMS

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This study investigates Generation Y consumers` different value perceptions toward apparelmobile advertising according to cultures (i.e., The United States vs. South Korea) and modalities (short message service vs. multimedia messaging service). Results indicate that the entertainment value was perceived differently for two modalities: short message service (SMS) versus multimedia messaging service (MMS). In addition, the values of entertainment, informativeness, irritation, and credibility were perceived differently by two cultures U.S. and Korea.

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“…To evaluate cultural adaptations, it is important to consider how messages are communicated to the audience through visual production techniques (Cho et al, 1999). Here we only analyze the syntagm (Table 1).…”

Section: Action Versus Lethargymentioning

confidence: 99%

Global Brand Identity as a Network of Localized Meanings

Gunawan¹,

Hoven²

2017

IJMS

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In this article, we develop a semiotic model to analyze advertisement glocalization. This model focuses on the mental representations that local audiences build of a "global" brand identity. We demonstrate how this model fills up gaps left by a popular marketing model for global advertising. We argue that the seemingly linear threestep marketing model implies several reciprocal processes in which meaning is developed and determined. This semiotic reinterpretation of the marketing model explains how a global brand identity maintains a dynamic relation with the actual brand identity that local customers construe. To illustrate the dynamics of the semiotic model, we analyzed localizations in the Snickers campaign "You're not you when you're hungry." Because the semiotic model elaborates the dynamics between the professionals' discourse used in developing a campaign and the localized "global" brand identities brought about in receiving the campaign, the model helps to explain anthropological dynamics in designing campaigns, the arising of locally differentiated "global" brand identities that are the result of global campaigns and the dynamic development of global campaigns.

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Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials

Cited by 214 publications

References 43 publications

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Generation Y Consumers’ Value Perceptions toward Apparel Mobile Advertising: Functions of Modality and Culture

Global Brand Identity as a Network of Localized Meanings

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