• The Journal of the Korea Contents Association
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• v.14 no.8
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• pp.110-121
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• 2014

As the Korean market is becoming increasingly diverse, it is imperative that marketers targeting the Korean market understand the consumers with various racial and cultural backgrounds. The current study investigated the effects of the endorser race (White vs. Black) on the attitudes toward the ad and brand while varying the experimental context (private vs. public) and product type (high involvement-rational vs. low involvement-emotional) with White participants. Impression management was included as a covariate. The results showed that when the endorser was White and the product was an automobile, participants indicated more positive attitudes toward the ad in the private context than in the public context. When the endorser was Black, the context had no significant effects on the attitudes. The implications of these findings for the Korean market are discussed.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.80-90
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• 2013

Despite the growing popularity of gay consumers as a fetching niche market, there has been little academic attention paid to the homosexual themes in print media, especially compared to research on gender, race, and sex imagery in ads. The present study aims to fill this void by examining advertisements with three different target audiences(homosexual, metrosexual, retrosexual consumer) through a comparative analysis of contemporary magazine advertisements. In this present study, we analyzed ads in three leading men's magazines (Out, GQ, and Maxim). Product (product category, price, and luxury brand) and human model (basic descriptions, sexuality, status, and masculinity) characteristics in ads were analyzed as the variables signifying the degrees of gay themes in ads across three magazines. The results showed that more expensive luxury brands were placed in GQ and Out than Maxim, and more male models were under-sexualized in Maxim than GQ and Out.