Sangpil Han

The Portrayal of Older People in Television Advertisements: A Cross-Cultural Content Analysis of the United States and South Korea

A cross-cultural content analysis of 2,295 prime-time television ads-859 ads from the United States and 1,436 ads from South Korea–was conducted to examine the differences in the portrayal of older people between U.S. and Korean ads. In two countries, the underrepresentation of older people in ads was found in terms of proportions of the actual population. The findings also showed that older people are more likely to play major roles in Korean television ads than in U.S. ads. In terms of the attributes of older people depicted in ads, differences between U.S. and Korean ads were also found. The results showed that Korean television ads are likely to more positively depict older people than American television ads are. These findings supported the basic assumption of cross-cultural advertising, in which the differences in cultural values between the two cultures are related to the differences in the contents of their advertisements. However, the problems of underrepresentation and stereotypes in the portrayal of older people were still identified both in Korean and U.S. prime-time television ads.

Advertising Creativity in Korea

The authors develop and validate a measure of advertising creativity that is intended for a collectivistic, holistic population. Scale-development procedures result in a four-factor correlated model comprising originality, considerateness, clarity, and product relevance. The second dimension, considerateness, appears to mirror the culturally unique propensity to value the collectivistic Confucian norms of the society and the contextual elements of the advertisement. Reliability and validity of the scale are examined.

The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

Using the case study data of the South Korea 2002 and 2006 World Cup sponsorship campaigns, this study examined (1) whether more favourable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether (2)consumer attributions of a sponsor’s motives in sponsoring the World Cup and (3) a sponsor’s perceived fit in aiding World Cup cheering events, namely cheering event fit, moderate image congruence’s effects on sponsorship response. Consistent with prior research, results suggest that high vs low image congruence sponsorships generate more favourable responses to the sponsorship, as measured by attitudes and intentions at three different levels of the hierarchy of effects. Results also show that high cheering event fit leads to more favourable sponsorship response. Furthermore, a negative interaction between image congruence and cheering event fit indicates that, albeit still significant and positive, the effect of image congruence on sponsorship response becomes significantly weaker at higher levels of cheering event fit than at lower levels of cheering event fit. A moderating role of a sponsor’s sponsoring motive has not been supported. Overall, the finding sunder score the significance of image congruence as well as the utility of cheering event fit as a particular type of ‘created fit’ that can be used to reduce the perception of low fit and its associated risks.

A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014

Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.

A Study on the prediction of Advertising Expenditure

Abstract This study is designed to predict the total ad expenditure of Korea, and six media ad expenditures in 5 years based on the past 20 years ad expenditure date. We use annual data published by Cheil Worldwide advertising data analysis. Time series, SUR method, exponential smoothing method and regression analysis were used for exploring the data. The results showed that the total advertising expenditure in 2018 is predicted to 10,873 billion wons. On the basis of the findings, implications are discussed for academicians as well as practitioners. Key Words : advertising industry, advertising expenditure, media advertising, quantitative model, advertising expenditure * 이 논문은 2012년 한양대학교 교내연구비 지원으로 연구되었음 (HY-2012-G)Received 11 July 2014, Revised 18 August 2014Accepted 20 September 2014Corresponding Author: Seungyeob Yu(Namseoul University) Email: ysyeob@hanmail.netⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.