Study compares to recognize the relationship of advertising ethics and promote consumerism: Focus on the cognition between South Korea and China consumer

광고윤리의식과 소비주의촉진인식 관계성 비교: 한중소비자의 인식을 중심으로

  • 유승엽 (남서울대학교 광고홍보학과) ;
  • 김구성 (나사렛대학교 재활복지대학원 재활복지경영학과)
  • Received : 2013.01.03
  • Accepted : 20130230
  • Published : 2013.03.31


This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.


Controversial ad;ad attitude;Children's Advertising;Sexual Appeal;advertising;tobacco advertising;obnoxious ad