Culture and Advertising Executions: A Comparison of Selected Characteristics of Korean and US Television Commercials

Abstract

More than 2,000 Korean and US television commercials were analysed to determine how soon, how long and how many times the brand, company name and product are presented. These variables represent important decisions that must be made by those who create television commercials. Significant differences between US and Korean television advertising were found. Cultural differences are identified that: (1) suggest reasons for differences in television advertising between countries and (2) provide guidance for international advertising managers who supervise creative personnel doing advertising in Korea and the US.

Citation

Miracle, G.E., Yeol Chang, K. and Taylor, C.R. (1992), "Culture and Advertising Executions: A Comparison of Selected Characteristics of Korean and US Television Commercials", International Marketing Review, Vol. 9 No. 4. https://doi.org/10.1108/02651339210017082