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Cultural values manifest in HK and Korea TV commercials

Cultural values manifest in HK and Korea TV commercials. Kara Chan Hong Kong Baptist University Young Sook Moon Hanyang University. Cultural values in advertising. Advertising is a carrier of cultural values

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Cultural values manifest in HK and Korea TV commercials

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  1. Cultural values manifest in HK and Korea TV commercials • Kara Chan • Hong Kong Baptist University • Young Sook Moon • Hanyang University conferen\2002\mcs_value

  2. Cultural values in advertising • Advertising is a carrier of cultural values • Culture is the “collective mental programming” that distinguishes one society from another (Hofstede, 1983) • A study to compare the cultural values of TVC in Hong Kong and Korea conferen\2002\mcs_value

  3. Hofstede’s typology of cultural dimensions uncertainty avoidance: tolerance for ambiguity masculinity/femininity: preference for achievement, success to relationships and caring individualism/collectivism: relative importance of the individual or the group power distance: acceptance of hierarchy in the society conferen\2002\mcs_value

  4. Hofstede’s score conferen\2002\mcs_value

  5. Research questions • How does the manifestation of cultural values differ in Hong Kong and Korean commercials? • How are the differences, if any, attributed to the cultural dimensions of the two societies? conferen\2002\mcs_value

  6. Matching cultural values with cultural dimensions • References to Albers-Miller and Gelb (1996), de Mooij (1998), and Ji and McNeal (2001) • Framework of cultural values: Hong and Schweitzer (1996)’s framework of 32 values such as adventure, youth conferen\2002\mcs_value

  7. Uncertainly avoidance: occur more frequently in Korea commercials • + technology • + safety • + tradition • - adventure • - magic • - youth conferen\2002\mcs_value

  8. Masculinity: occur more frequently in HK commercials • + competition • + effectiveness • + wealth • + work • - courtesy • - family • - nurturance conferen\2002\mcs_value

  9. individualism: no difference in HK and Korean commercials • + individualism • + uniqueness • + beauty • + health • - collectivism • - popularity • - patriotism conferen\2002\mcs_value

  10. Power distance: no difference in HK and Korean commercials • + social status • + respect for elderly conferen\2002\mcs_value

  11. Sample • N=829, unduplicated; taped in Nov/Dec 2001 Korea: 36 hours of prime time commercials from KBS2, MBC and SBS Hong Kong: 40 hours of prime time from TVB-Jade and ATV-home • Include Public services announcements, exclude promotional messages for TV stations/programs • 1 dominant value for each TVC, inter-coder reliability: 0.94 (HK), 0.98(Korea); 26 Korean TVC with no dominant values are dropped conferen\2002\mcs_value

  12. Sample profile • Main product categories: household goods, food and beverages, services, finances • HK sample: more PSAs, more leisure and retail ads • Korean sample: more automotives, computers, and clothing ads conferen\2002\mcs_value

  13. Results of hypothesis testing Reject H1 Reject H2 Fail to reject H3 Fail to reject H4 conferen\2002\mcs_value

  14. Uncertainty avoidance • Contrary to what is expected, HK ads contains more uncertainty avoidance values • HK sample contained 10% PSAs that frequently used ‘safety’ value • ‘safety’ values often used in finance ads in HK • Finance ads in Korea often used ‘family’ and ‘courtesy’ conferen\2002\mcs_value

  15. masculinity • Contrary to what we expect, HK and Korea TVC have no significant difference in this dimension • Korea as a feminine society always used masculine values of ‘effectiveness’ • The value paradox of ‘desirable’ vs ‘desired’ conferen\2002\mcs_value

  16. individualism • Individualistic values occurred more frequently than collectivistic values in both societies • Put more focus on the needs of the individuals • Hypothesis supported conferen\2002\mcs_value

  17. Power distance • ‘respect for elderly’ was not found at all in both societies • A booming youth market that elderly consumers are neglected • Hypothesis supported conferen\2002\mcs_value

  18. conclusion • Hofstede’s framework is valid in predicting similarities and differences in two out of four cultural dimensions • Future research: compare audience response to ads using values in congruent to the society’s cultural dimensions vs opposite to the society’s cultural dimensions conferen\2002\mcs_value

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