A comparative study of Korean and Chinese television advertising

Tzeng, Jinn Tay (Department of Management Graduate School In-Cheon University)

Korea and the china are both newly industrialized countries that have been able to accomplishing surprising economic growth over the past forty years after experiencing colonial control and change, both Korea and China are located in east asia, and thus they share culture and thought through the direct influence of the confucian classics.

in this thesis, the following were the results of an analysis of Korean and Chinese television advertising.

even though Korean and Chinese television advertising has been incorporated for a shirt time, they have had the greatest amount of influence in today's advertising markets.

in the aspect of advertising fees, the fifty largest advertisers in Korean and china for 1990 possessed approximately 45 and 38 percent of the expenditures. this brings about a limited media and rapid growth resulting in unbalanced advertising demands coming from the monopolization phenomenon by large enterprises. in addition, in industrial classification s for 1991. Korean's five largest industries (foods and beverages, medicines, cosmetics, clothing and textiles, and household machinery and tools) and the china's five largest industries (foods. household machinery and tools. medical treatment and medicines. beverages, and transportation, tourism, andrestaurant operations) occupy approximately 77.7 and 72.4 percent of television advertisements, and thus there is an unbalance. In the future, it will be necessary to have the partcipation of medium and small sized businesses in television advertising and the reanalysis of both countries advertising sectors for the harmony of industry and balanced development.

Both Korea and China have exposed many problems because of their advertisement environments. The following is a summary.

First, Korean television advertisements are less than ten minutes for every hundred, and they are too short and do not interrupt the long programs. This annoys the viewers who have to watch many advertisements at the beginning and end of programs. Furthermore, after revising bit advertisements to three showings of thirty seconds each, the amount of participation enterprises became limited. On the other hand, the R.O.C.'s case has fifteen minutes of advertising for every hundred minutes of broadcast which is far too long, and interrupting advertisements are far too many.

Second, Korean and Chinese television advertisements have a problem with falsehoods, exaggerations, and dazzle.

Third, Both Korea and china have too many continually repeated television advertisements.

Fourth, Korea and china lack professionalism and scientific methods in their advertising sectors.

The following is an improvement plan for solving the above problems with Korean and Chinese television advertising.

first, advertising time in Korea should 1) be changed back from eight to ten minutes per hundred. 2) include interrupting advertisements for programs over thirty minutes long, and 3) make bit commercials five showings of twenty. Seconds each instead of three showings of thirty seconds each. Advertising time in the China should 1) be redeced from fifteenth ten minutes per hundred. 2) have fewer interrupting advertisement slots, 3) increase the advertising fees, and 4) start cable television stations.

Second, both Korea and china should enforce television advertisement investigations, stop false, exaggerated and dazzling advertisements, and increase the reliability of product information.

Third, both Korea and China's enterprises must appropriately control the amount of advertising they d.

Fourth, to solve the lack of professionalism and scientific methods for both Korea and China, in the future there must be more effort for the cultivation of professionals, the animation of advertising, and reliable surveys of viewer ratings.

The thesis has provided the basis data for both the Korean and Chinese television advertising markets which can be used to establish strategies for rational advertising by analyzing their similarities and differences and setting forth an improvement plan for their problems.