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Culture and Advertising Executions A Comparison of Selected Characteristics of Korean and US Television Commercials

Culture and Advertising Executions A Comparison of Selected Characteristics of Korean and US... More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These variables represent importantdecisions that must be made by those who create television commercials.Significant differences between US and Korean television advertisingwere found. Cultural differences are identified that 1 suggestreasons for differences in television advertising between countries and2 provide guidance for international advertising managers whosupervise creative personnel doing advertising in Korea and the US. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Culture and Advertising Executions A Comparison of Selected Characteristics of Korean and US Television Commercials

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339210017082
Publisher site
See Article on Publisher Site

Abstract

More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These variables represent importantdecisions that must be made by those who create television commercials.Significant differences between US and Korean television advertisingwere found. Cultural differences are identified that 1 suggestreasons for differences in television advertising between countries and2 provide guidance for international advertising managers whosupervise creative personnel doing advertising in Korea and the US.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 1992

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