Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Purpose - The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede's framework - uncertainty avoidance and masculinity/femininity. Design/methodology/approach - A sample of 803 prime-time television commercials from the two countries was analyzed using Cheng and Schweitzer's classification of advertising appeals. Findings - The results show that femininity is an important variable for explaining differences in advertising between Hong Kong and Korea. Both Hong Kong and Korean advertising show no difference in values of high uncertainty avoidance, although an appeal of high uncertainty avoidance was used more often in Korean advertising. However, values of low uncertainty avoidance are more prevalent in television commercials in Korea, a country of high uncertainty avoidance, than Hong Kong, a country of low uncertainty avoidance. It is also found that the correlation between product categories and cultural values is society-based. Originality/value - This study reveals that Hofstede's framework does explain cross-cultural differences between Hong Kong and Korea and provides empirical evidences for the impact of value paradoxes on advertising in both countries, suggesting that Hofstede's framework and the value paradoxes provide a possible theory for testing the relationship of the society and its advertising content within a culture as well as across cultures. © Emerald Group Publishing Limited.

Publication Year

2004

Journal Title

International Marketing Review

Volume number

1

Issue number

22

Publisher

Taylor & Francis (Routledge)

First Page (page number)

48

Last Page (page number)

66

Referreed

1

DOI

10.1108/02651330510581172

ISSN (print)

02650487

Link to Publisher’s Edition

http://dx.doi.org/10.1108/02651330510581172

Keywords

Advertising, Hong Kong, National cultures, South Korea

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