한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제12권7호
  • /
  • Pages.153-158
  • /
  • 2021
  • /
  • 2233-4890(pISSN)
  • /
  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
권호 표지
DOI QR코드

DOI QR Code

집단주의와 개인주의 정부 및 공공기관 광고의 문화적 비교 연구

A Comparison of Government and Public Institutions Advertising Appeals in Collectivistic and Individualistic Cultures

  • Han, Sangpil (Department of Advertising and PR, Hanyang University)
  • 투고 : 2021.04.20
  • 심사 : 2021.07.20
  • 발행 : 2021.07.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 집단주의 문화와 개인주의 문화 정부 및 공공기관 광고 콘텐츠에서 문화적 가치가 어떻게 표현되고 있는지를 내용분석과 실험연구를 통하여 조사하는 목적으로 실시되었다. 연구1은 집단주의 문화 표본으로 선정된 한국과 개인주의 문화 표본으로 선정된 미국의 정부 및 공공기관 인쇄 광고가 고유한 문화적 가치를 반영하는 가를 내용분석 하였다. 연구2는 두 문화의 정부 및 공공기관 인쇄 광고물의 소구에 대한 상대적 반응이 어떻게 다르게 나타나는지를 연구하기 위하여 실험을 수행하였다. 이 두 가지 연구의 결과는 문화적 배경이 정부 및 공공기관의 광고 메시지 소구방식과 효과의 커뮤니케이션 프로세스에서 중요한 역할을 한다는 것을 보여 주었다. 이 연구는 글로벌 마케터와 광고주는 글로벌 환경에서 광고를 실행할 경우, 문화적 유사성과 차이점을 고려하여 메시지 전략을 수립해야 할 필요성이 있다는 이론적, 실무적 시사점을 보여 주었다.

The objective of this research was to examine how cultural values expressed in the contents of government and public institutions advertising, based on individualism-collectivism. This study investigated the extent to which government and public institutions print advertisements in Korea and U.S. Study 1 examined the extent to which government and public institutions print advertisements in Korea and U.S. use its intrinsic cultural values. Study 2 carried out experiment to study cultural differences in relative reaction of collectivistic and individualistic government and public institutions print advertising appeals in two countries. Findings of this study showed that cultural background plays role in the usage of government and public institutions print advertising messages and persuasive communication processes. Global marketers and advertisers realize the significance of the cultural similarities and differences that occur in diverse cultures.

키워드

과제정보

This work was supported by the research fund of Hanyang University (HY-2020-G).

참고문헌

  1. G, Cui, X. Yang, H. Wang & H. Liu. (2012). Culturally incongruent messages in international advertising. International Journal of Advertising, 31(2), 355-76. https://doi.org/10.2501/IJA-31-2-355-376
  2. S. Han & S. Shavitt. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivisitic societies, Journal of Experimental Social Psychology, 30, 326-350. https://doi.org/10.1006/jesp.1994.1016
  3. D. Maheswaran & S. Shavitt. (2014). Issues and new directions in global consumer psychology. Journal of Consumer Psychology, 9(2), 59-66. https://doi.org/10.1207/s15327663jcp0902_1
  4. N. Um. (2013). The role of culture in creative execution in celebrity endorsement: The cross-cultural study, Journal of Global Marketing, 26(3), 155-172. https://doi.org/10.1080/08911762.2013.804613
  5. K. Mortimer & S. Grierson. (2010). The relationship between culture and advertising appeals for services. Journal of Marketing Communication, 16(3), 149-162. https://doi.org/10.1080/13527260802614229
  6. M. De Mooi. (2019). Global marketing & advertising : Understanding Cultural paradoxes. London, UK : Sage.
  7. M. De Mooij & G. Hofstede. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3/4), 181-192.
  8. J. Kim. (2021). National Culture and Advertising Sensitivity to Business Cycles: A Reexamination, Journal of International Marketing, 28(4), 41-57. https://doi.org/10.1177/1069031X20923310
  9. R. Taylor & S. Okazaki. (2015). Do global brands use similar executional styles across cultures? A comparison of U.S. and Japanese television advertising, Journal of Advertising, 44(3), 276-288. https://doi.org/10.1080/00913367.2014.996306
  10. J. Zhang & S. Shavitt. (2003). Cultural values in advertisements to the Chinese X-generation: Promoting modern and individualism, Journal of Advertising, 32(1), 23-35. https://doi.org/10.1080/00913367.2003.10639047
  11. E. Purwanto, C. Utama & B. Wijaya. (2018). The effects of shock advertising on purchase intentions and behavior of cigarettes in collectivistic culture, Journal of Advanced Research in Law and Economics, 9(2), 626-637.
  12. F. Xue. (2015). Message framing and collectivistic appeal in green advertising: A study of Chinese consumers. Journal of International Consumer Marketing, 27(2), 152-166. https://doi.org/10.1080/08961530.2014.974118
  13. R. Crawford. (2019). Culture and the multinational advertising agency: The rise and fall of Mojo-MDA, 1964-1991, Journal of Historical Research in Marketing, 12(1), 151-172. https://doi.org/10.1108/jhrm-10-2018-0048
  14. G. Kitirattarkarn, T. Araujo & P. Neijens. (2019). Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content, Journal of Advertising, 48(2), 197-214. https://doi.org/10.1080/00913367.2019.1590884
  15. J. Xu & C. Cheng. (2021). Uncertainty Avoidance, Individualism and the Readiness of Business-to-Consumer E-commerce, The Journal of Asian Finance, Economics and Business, 8(1), 791-801. https://doi.org/10.13106/JAFEB.2021.VOL8.NO1.791