디지털융복합연구 (Journal of Digital Convergence)

  • 제17권6호
  • /
  • Pages.69-75
  • /
  • 2019
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

동양 문화가치관과 서양 문화가치관 표현: 온라인 광고에 대한 연령별, 성별 차이에 대한 비교 연구

Online Advertising Contents of Eastern Cultural Values and Western Cultural Values: Comparison between Age and Gender

  • 한상필 (한양대학교 광고홍보학부) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Han, Sangpil (Department of Advertising and PR, Hanyang University) ;
  • Yu, Seung-Yeob (Department of Advertising and PR, Namseoul University)
  • 투고 : 2019.03.13
  • 심사 : 2019.06.20
  • 발행 : 2019.06.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 동양적 문화가치관과 서양적 문화가치관을 반영한 온라인 광고에 대한 반응이 연령별, 성별로 어떤 차이를 보이는 가를 검증하기 위한 목적으로 실시되었다. 서울에 거주하고 있는 10대에서 60대 남녀 180명을 대상으로 3가지 동양적 문화가치관과 3가지 서양적 문화가치관을 반영한 광고에 대한 소비자 반응 정도를 조사하였다. 이들 두 가지 상반된 문화적 가치관을 강조한 온라인 광고에 대한 소비자의 수용 정도는 연령대별로 차이를 보일 것인 반면 성별로는 차이가 없을 것이라는 가설을 세웠다. 연구결과는 전통매체 광고를 대상으로 실시되었던 기존의 연구 결과와 유사하게 온라인 광고를 대상으로 실시된 본 연구에서도 가설이 지지되었다. 본 연구는 온라인 광고표현은 문화적 가치관을 반영하고 소비자들은 광고를 평가하는데 있어서도 문화적 가치관에 영향을 받는 다는 것을 실증적으로 보여준 최초의 연구라는 점에서 이론적 가치와 실무적 기여도가 높다고 하겠다.

The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.

키워드

Table 1. Acceptance Degree of Expressed Values in Online Advertising

DJTJBT_2019_v17n6_69_t0001.png 이미지

Table 2. Acceptance Degree of Expressed Values in Six Online Advertising

DJTJBT_2019_v17n6_69_t0002.png 이미지

Table 3. Comparison between Generation

DJTJBT_2019_v17n6_69_t0003.png 이미지

Table 4. Comparison between Gender

DJTJBT_2019_v17n6_69_t0004.png 이미지

참고문헌

  1. R. Terlutter, S. Diehl & B. Mueller. (2010). The Cultural Dimension of Assertiveness in Cross-Cultural Advertising, International Journal of Advertising, 29(3), 369-399. https://doi.org/10.2501/S0265048710201233
  2. Y. M. Sin, H. Kineta & W. Gordon. (2002) An Assessment of Methodological Development in Cross-Cultural Advertising Research, Journal of International Consumer Marketing, 14(2-3), 153-192 https://doi.org/10.1300/J046v14n02_08
  3. S. Han. (2003). Changes in Korean Culture in Advertising, Korean Journal of Advertising, 58, 135-162.
  4. K. Tian. (2017), The Influence of Cultural Orientation 0n Gender Role Representations: Horizontal-Vertical Values in Cross-Cultural Advertising, International Journal of Business Anthropology, 7(1), 49-84.
  5. S. Han, (2004). Advertising Appeals of Traditional Cultural Values and Western Cultural Values: Effects of Age and Gender, Journal of Korean Communication, 12(3), 118-140.
  6. D. Kim. (2002). A Study of Korean Mass Media Industry, Korean Journal of Broadcasting Research, 16(4), 7-39.
  7. S. Han & S. Shavitt. (1994). Persuasion and Culture : Advertising Appeals in Individualistic and Collectivistic Societies, Journal of Experimental Social Psychology, 30, 326-350. https://doi.org/10.1006/jesp.1994.1016
  8. S. Han. (2016). The Interaction Effects of Online Advertising Types and Self-Monitoring, Journal of Digital Convergence, 16(5), 207-211. https://doi.org/10.14400/JDC.2018.16.5.207
  9. C. Lee. (2016). The Growth of Mobile Advertising and the Future of the Advertising Industry, Journal of Digital Convergence, 14(8), 203-209. https://doi.org/10.14400/JDC.2016.14.8.203
  10. G. Hofstede. (2001), Culture's Consequences : Comparing Values, Behaviors, Institutions and Organizations Across Nations, Thousand Oaks, CA : Sage Publications.
  11. R. Belk & R. W. Pollay. (1985). Images of Ourselves: The Good Life in Twentieth Century Advertising, Journal of Consumer Research, 11, 887-897. https://doi.org/10.1086/209024
  12. M. Choi, W. Lee & H. Kim. (2005). Lessons from the rich and famous: A cross cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34(2), 85–98. https://doi.org/10.1080/00913367.2005.10639190
  13. F. Desmarais. (2017). Who is the Athlete Endorser? A Cross-Cultural Exploration of Advertising Practitioners' Views, Journal of Global Marketing, 30(1), 12-30. https://doi.org/10.1080/08911762.2016.1250976
  14. A. Williams, V. Ylänne, P. Wadleigh, & C. Chen. (2010). Portrayals of older adults in UK magazine advertisements: Relevance of target audience, Communications, 35 (1), 1-27. https://doi.org/10.1515/comm.2010.001
  15. M. Nelson & H. Paek. (2005). Cross-cultural differences in sexual advertising content in a transnational women's magazine, Sex Roles, 53(5-6), 371-383. https://doi.org/10.1007/s11199-005-6760-5
  16. V, Taras & P. Steel. (2009). Beyond Hofstede: Challenging the Ten Commandments of Cross-Cultural Research in Beyond Hofstede: Culture Frameworks for Global Marketing and Management, Cheryl Nakata, eds., 40-60.
  17. L. Milner, M. Laura & B. Higgs. (2004). Gender sex-role portrayals in international television advertising over time: The Australian experience, Journal of Current Issues and Research in Advertising, 26(2), 81-95. https://doi.org/10.1080/10641734.2004.10505166
  18. E. Kim. (2016). A Study on the Factors Affecting the Acceptance Behavior for Mobile Advertising : Focusing on the Difference between Genders, Journal of Digital Convergence, 14(4), 149-161. https://doi.org/10.14400/JDC.2016.14.4.149
  19. K. Kim. (2015). Advertising Contents Based on Semiotic Methodology, Journal of the Korea Convergence Society, 6(6), 87-93. https://doi.org/10.15207/JKCS.2015.6.6.087
  20. Y. Hwang & Y. Seo. (2017). A Study on the Effect of Pro-Environmental Consumers on Environmental Education Utilizing Value- Attitude-Behavior Model, Journal of the Korea Convergence Society, 8(7), 273-282. https://doi.org/10.15207/JKCS.2017.8.4.273