Marketing

Study findings from Inha University broaden understanding of advertising

  2008 JUN 30 - (VerticalNews.com) -- "This Study investigated how mass media exposure and Cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisements featuring either Caucasian or Asian models," scientists in South Korea report.

  "The results of structural equation modelling show that there are significant relationships between mass media exposure, Cultural values, and attitudes towards advertising models. Media exposure and cultural values predict attitudes towards advertising models, such that Korean Immigrants who are exposed to Korean mass media and demonstrate Korean values show positive evaluations of Asian models, whereas Korean immigrants who are exposed to American mass media tend to show positive evaluations of Caucasian models," wrote S.J. Moon and colleagues, Inha University.

  The researchers concluded: "Results are explained according to acculturation processes within the Social Cognitive Theory and Communication Accommodation Theory (CAT)."

  Moon and colleagues published their study in International Journal of Advertising (Exploring the influence of media exposure and cultural values on Korean immigrants' advertising evaluations. International Journal of Advertising, 2008;27(2):299-330).

  For additional information, contact S.J. Moon, Inha University, Dept. of Communicable & Informat, 253 Yonghyun Dong, Inchon, South Korea.

  The publisher's contact information for the International Journal of Advertising is: World Advertising Research Center, Farm Rd., Henley-on-Thames, Oxon, Oxfordshire RG9 1EJ, England.

  Keywords: South Korea, Life Sciences, Advertising, Inha University.

  This article was prepared by VerticalNews Marketing editors from staff and other reports. Copyright 2008, VerticalNews Marketing via VerticalNews.com.