Abstract

The Creative Strategies in International Advertising by Value Differences between Korea and China

Kim, Byoung-hee
(Ph.D., Assistant Professor, Dept. of Advertising and PR, Seowon University)

This research investigated how the effects of creative strategy or international advertising change along the differences of value between Korea and China, and found that Korea is more individual and collectivistic country than China. Korea tended to intend the value of horizontal pattern, and China tended to intend the value of vertical pattern. Also, Lesson strategy(testimonial) was more effective than vertical value group(China). Furthermore, when drama strategy is run, horizontal value group(Korea) is more effective than vertical value group in personal product and vertical value group(China) is more effective than horizontal value group in shared product. It means that the effect of creative strategy can be different even though those are same products. This research analyzed the difference of value of the same oriental countries is not theoretically focused comparatively in the previous researches. By the results of this research, we expect that provide the in-depth explanation for the understanding of creative strategy of advertising of both countries, and provide actual and realistic view planning the international advertising strategy between Korea and China will grow up in the execution.

Key words : Korean and Chinese advertisements, horizontal-vertical value, creative strategy