Because each country has different consumers, and has different political, economic, social, and cultural status, the expression of advertising is different in every country. Understanding this difference is essential for effective international advertising, and also effective domestic advertising.

America and Japan are significant trade partners of Korea. Especially, they have had an important influence on Korea in the advertising aspect.

For that reason, this thesis analyzed the expression of the magazine ads. in Korea, America and Japan with regard to the verbal expressions and the visual representations.

As materials for my research, I used the April and the July issues of "Sindonga", "People" and "Bungeishunju" published in 1985. In all, the magazine ads. collected from these magazine for this research totaled 245 items (Korea; 65, America; 105, Japan; 75).

The results are as follows.

First, in terms of the headline typeface, Roman typeface and Gothic typeface were used at almost the same ratio in Korean magazine ads. and American magazine ads. But, in the case of Japanese magazine ads., Roman typeface was used more frequently than Gothic typeface(58.7%:16.7%).

Second, in terms of the headline sentence style, exclamotory and noun ending sentences were most frequently used in all three countries magazine ads..

The ratio of using imperative sentences and interrogative sentences in American magazine ads.(27.7%) was higher than that of Korean magazine ads.(10.7%) and Japanese magazine ads.(2.6%)

Third, the ratio of the headlines without both product's name(brand name) and it's merits was highest in Japanese magazine ads.(44.1%) and American; 37.1%, Korean; only 21.6%.

Forth, I categorized headlines into four types, of which those arousing consumer's interest and curiosity were the most numerous in all three countries magazine ads..

Fifth, in terms of headline's and body copy's length, America magazine ads. were the longest, Korea's were second longest and Japanese ads. third.

Sixth, as a method of illustration, photographs were more frequently used than drawings in all three countries magazine ads.(over 80%).

Seventh, American magazine ads.(49.5%) used model more frequently than Korean magazine ads.(35.4%), and Japanese magazine ads.(34.7%).

Eighth, there were more reason- why appeals in American magazine ads. than emotional appeals, but there were more emotional appeals in both Korean magazine ads. and Japanese magazine ads. than reason- why appeals.