Abstract

The power of Korean nature : Comparative study of Korean-style visual and Western-style visual in the ads

Sung, Yung Shin, Ph.D.
Professor, Dept. of Psychology, Korea University

Jung, Soo Jung
Doctoral student, Dept. of Psychology, Korea University

Kim, Mi Na
M.A. Student, Dept. of Psychology, Korea University

The purpose of this study is to compare the effect of the Korean-style ads to Western-style ads. To examine this, the consumers psychological response to ads visual of Korea(Western) nature, artifact, and custom was measured by fMRI(functional Magnetic Resonance Imaging). The results showed that Korean-style ads were more effective than Western-style ads. Especially, the visual of nature was the most effective. And custom expression was more effective than artifact, but not as much as nature.

Key Word :Korean-style ads, Western-style ads, visual, consumer response, fMRI, consumer psychology