Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Entire DC Network
The Effects Of Culture On International Advertising Appeals: A Cross-Cultural Content Analysis Of U.S. And Japanese Global Brands, Dan Zhao
College of Journalism and Mass Communications: Professional Projects
An international advertising campaign can be standardized in creative strategy, but localized in execution. As an integral part of the execution, advertising appeals should be tailored to local culture to maximize the effectiveness of international advertising campaigns while minimizing cost. The purpose of this study is to investigate whether advertising appeals mirror predicable differences in cultural values.
This study is based on the influential Hofstede model (Hofstede, 2001; Hofstede & Mooij, 2010), which distinguishes cultures according to six dimensions. While individualism and collectivism have been widely discussed in published studies, other dimensions that are also important indicators of advertising appeals …
Confuciansim And Korean Dramas: How Cultural And Social Proximity, Hybridization Of Modernity And Tradition, And Dissimilar Confucian Trajectories Affect Importation Rates Of Korean Broadcasting Programs Between Japan And China, Brianna Jackson
AUCTUS: The Journal of Undergraduate Research and Creative Scholarship
On April 3, 2004, five thousand Japanese citizens arrived at Haneda, Tokyo Airport to meet famous Korean actor Bae Yong Joon: the male love interest in the Korean drama Winter Sonata (Lee 12). Commonly referred to as Yon-sama (roughly translated to “Prince Yon”), Bae Yong Joon quickly amassed a fanbase of love-struck, middle-aged Japanese women who fell in love with his character. Never before had the relationship between Japan and South Korea been as amicable as it had when Bae made his debut. Not even the 2002 jointly hosted World Cup had succeeded in easing tensions between the two neighboring …