Advertising in Korea and Japan : a Comparative Study ″TV commercial expressions 1998-1992 in international acculturation ″

한국과 일본의 광고비교 연구 (문화접변현상이 대두되는 1992-1998 TV광고표현을 중심으로)

The aim of this study is to examine and compare Koreans and Japanese creativities in advertising. It was to analyze empirically their creativities appreciated in 200 TV commercials broadcasted between 1992 and 1998. The content analysis, was a useful process, provided very important clues for comparative analysis. Many difference were found in the examined TV commercials in Korea and Japan. It showed major difference in ways in which the level of noise, the using of cuts, social space, camera work, etc. except preference of jingle, colors, elements of tradition. The most distinctive difference is that the Japanese TV commercials deal with atmosphere than the Korean commercials. This result may help to explain a common social phenomenon of not losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change"