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Cultural values manifest in HK and Korea TV commercials

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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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