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AbstractUtility of New Cultural Dimensions - Trompenaars & Turner’s
Kim, You Kyung
This study attempted to examine the utility and validity of Trompenaar-Turner’s approach as new cultural dimensions. In so doing, this study revisited existing cultural dimensions such as Hofstede’s and Hall’s in terms of their explanatory potentials and limits. Cultural distance was originally defined as a relative difference between cultures. This concept was employed to account for basic dissimilarities among ads in Korea, USA and France. Ultimate objective of this study was to clarify to what extent Trompenaar’s new dimensions can explain a variety of differences in communication practices such as advertising in global market. In order to do this, two different methods were employed. First was to analyze cultural dimensions applied in academic papers related to international advertising-which were published from 1992 through the present. Second was to content analyze advertising techniques such as ad appeals, humors and creative strategies reflected on advertisements of Korea, USA and France. Results show that contexualism of Hall and collectivism and individualism of Hofstede were found to be most frequently employed in academic papers than other dimensions. Dimensions of Power distance and time-orientation were moderately used, compared to uncertainty avoidance and masculinity dimensions which were less frequently found in general. In addition, other cultural values such as modernity, tradition, sexuality etc were also treated as explanatory variables, but their frequencies were much lower. As a result of content analysis of advertising from three countries, there were significant differences among advertisements of Korea, USA and France in terms of ad appeals, humor techniques and creative strategies. From Trompenaar-Turner’s viewpoint, advertising distance found to be much higher in USA-Korean ads, than other dyads such as ads in USA-France, and Korea-France which had the lowest distance. This proved that Trompenaar-Turner’s dimensions were to be valid and useful enough to replace the existing cultural characteristics, thereby explaining the differences and similarities of advertising expressions among countries in global market. More implications were discussed. Key words : Trompenaars-Turner, cultural dimensions, ad appeals, creative strategy, advertising distance |
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