The Perspective Of Cross-cultural Comparative Study On The Online Advertising To China And South Korea

Due to a lack of comparative study of international advertisements in China and Koreaand the booming Chinese and Korean market against the background of economicglobalization, it is increasingly important to conduct the comparative study. In the paperCultural Dimension Theory Hofstede(1984,1991); Zandpour, F(1994) is adopted to conducta content-analysis of international advertisements’ information content Resnik, A&Stern（1977） and performance strategy Simon, J, L（1971）in both China and Korea.Specifically, to truly understand the influence posed on the ads by the cultural features,Hofstede’s Dimension Theory is used to classify Chinese and Korean culture characteristics atfirst. Furthermore,161web ads delivered in China and Korea from16global brands arechosen as samples to guarantee the samples’ equivalence.In this paper, content-analysis research method is used to analyze the informationcontent and performance strategy in international advertisements in China and Korea. In theend, in terms of information content, Korean web ads carry more Quality, Performance andSpecial Offer features but Chinese web ads carry more Guarantee, Taste and Availabilityfeatures. In terms of Performance Strategy, Chinese web ads use more Brand Familiarity andImitation features but in Korean web ads, Obligation and Motivation with PsychologicalAppeal features occur more. It turns out that these differences are resulted from PowerDistance, Masculinity and Uncertainty dimensions. Overall, the research proves thatinformation content and performance strategy in their respective ads are different due tocultural value’s differences. Therefore, different countries should receive differentinternational ads, which is already recognized by some scholars. But in this paper, moreempirical evidences are collected so that this standpoint would be more persuasive.The most important research value in this paper is that it fulfills the comparative studyof international ads in both China and Korea, which could pose instructive guidance forglobal companies when planning international advertisement activities. Plus, considering theinternet’s popularity as new media, web ads are chosen as samples to make sure the guidancecould be more effective and practical.