1. conferen\2002\mcs_value1 Cultural values manifest in HK and Korea TV commercials Kara Chan Hong Kong Baptist University Young Sook Moon Hanyang University

2. conferen\2002\mcs_value2 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

3. conferen\2002\mcs_value3 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

4. conferen\2002\mcs_value4 Hofstede ’ s score DimensionHKKorea Uncertainty avoidance2985 Masculinity5739 individualism6860 Power distance2518

5. conferen\2002\mcs_value5 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?

6. conferen\2002\mcs_value6 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

7. conferen\2002\mcs_value7 Uncertainly avoidance: occur more frequently in Korea commercials + technology + safety + tradition - adventure - magic - youth

8. conferen\2002\mcs_value8 Masculinity: occur more frequently in HK commercials + competition + effectiveness + wealth + work - courtesy - family - nurturance

9. conferen\2002\mcs_value9 individualism: no difference in HK and Korean commercials + individualism + uniqueness + beauty + health - collectivism - popularity - patriotism

10. conferen\2002\mcs_value10 Power distance: no difference in HK and Korean commercials + social status + respect for elderly

11. conferen\2002\mcs_value11 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

12. conferen\2002\mcs_value12 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

13. conferen\2002\mcs_value13 Results of hypothesis testing Reject H1 Reject H2 Fail to reject H3 Fail to reject H4

14. conferen\2002\mcs_value14 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 ’

15. conferen\2002\mcs_value15 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 ’

16. conferen\2002\mcs_value16 individualism Individualistic values occurred more frequently than collectivistic values in both societies Put more focus on the needs of the individuals Hypothesis supported

17. conferen\2002\mcs_value17 Power distance ‘ respect for elderly ’ was not found at all in both societies A booming youth market that elderly consumers are neglected Hypothesis supported

18. conferen\2002\mcs_value18 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