• International Area Studies Review
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• v.20 no.1
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• pp.183-208
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• 2016

The objective of the study was to find out whether the Super Bowl adverts with high Ad Meter scores had more advertising appeals related to U.S. culture in Hofstede's dimensions. The significance of the study lies in the analysis on U.S. consumer preferences on adverts in terms of culture under one of the most representative American sport event: Super Bowl. The study was based on a content analysis of top and bottom 10 Super Bowl adverts during a period of consecutive seven years 2005 through 2011. The top and bottom ten were grouped based on the Ad Meter scores by the USA Today. The number of adverts interpreted by two coders along with the author was 139. The coding results implies that adverts in the top 10 group carried more appeals connected to US culture in Hofstede dimensions, such as youth, untamed, and magic in uncertainty avoidance dimension. Meanwhile, such appeals as ornamental, vain, and status in high power distance dimension were mainly found in the bottom 10 adverts group. Grounded on the findings from the content analysis, links between the score levels and the presence of certain appeals may offer marketers a hint on what appeals they emphasize when producing adverts in a certain cultural bound, let alone Super Bowl adverts targeting TV viewers in the U. S. A.

• (The)Study of the Eastern Classic
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• no.72
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• pp.299-327
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• 2018

The objective of this study is to examine the regional distribution of Ssireum(Traditional Wrestling) of South and North Korea in the Japanese colonial era. The conclusions of this study are as follows. First, the "Joseon ui hyangto orak(Folk play in Joseon)" showed the record of performing 272 times of Ssireum in 226 regions of the whole nation. Second, the Ssireum of South Korea could be divided into five regions. Seoul/Gyeonggi-do performed Ssireum the most in Dano, Baekjung, and Chuseok while Chungcheong-do performed Ssireum in Baekjung and Chuseok. Jeolla-do and Gyeongsang-do performed Ssireum in Chuseok while Gangwon-do performed Ssireum in Dano and Chuseok. Third, the Ssireum of North Korea could be divided into three regions. All the Hwanghae-do, Pyeongan-do, and Hamgyeong-do performed Ssireum the most in Dano. Fourth, as the period when Ssireum was held the most in the whole nation, Dano, Baekjung, and Chuseok could be pointed out. Ssireum has the characteristics of large-scale play between village communities or regions, instead of individual game. Thus, the Ssireum that was played as a sport event under certain rules for a long time was settled down as a folk play of regional festivals such as Dano, Baekjung, and Chuseok. Fifth, as a folk play and a representative play of seasonal customs, Ssireum was distributed in the whole nation and handed down till today under the regional deviation of South and North Korea. Sixth, the unidentified regions of South Korea that did not perform Ssireum were six places including five dos such as Gapyeong Gyeonggi-do, Boseong Jeollanam-do, Jeju-do, Gunwi and Cheongsong Gyeongsanbuk-do, and Inje Gangwon-do. The regions of North Korea were six places including three dos such as Pyeongyang, Yangdeok, Gangdong, and Gaecheon of Pyeongannam-do, Bakcheon Pyeonganbuk-do, and Dancheon Hamgyeongnam-do. Total 12 places in eight regions were included. Seventh, the number of total items of play names presented in the "Joseon ui hyangto orak(Folk play in Joseon)" was about 6,400 types. Out of them, about 1,300 types were the items including how to play while about 5,100 types were the items presenting the play names only without explanations. Especially, in case of Ssireum, the periods of the lunar calendar were only specified in each region. Unfortunately, it was not possible to check the contents about the actual performance methods and types of Ssireum as they were omitted.