According to increasing interests on the typical Korean culture with recent economic growth, advertisements which use traditional subjects came in the advertising area. In addition, business environment is becoming to globalization. In this situation, it is meaningful work that investigates on the effectiveness of advertising which represents our won cultures.

To inspect the consumers' reactions to the advertisement, in this research, advertisements are divided into two groups according to the cultural characteristics; tranditional value-oriented, western value-oriented. And discrepancy of the advertising sffects was examined consumers' materialistic inclination as the moderating variable and demopraphic variables under the assumption the sffects will differntly appear by consumers' traits. To analyze the consumers' materialistic inclination, materialism criterion which was developed by Richins and Dawson was used. Attitude toward the advertisement, attitude toward the brand, purchase intention were analyzed as the dependent variables to measure the advertising effects.

AS a result of the empirical research, there was not meaningful differences in the responses of consumers to the two types of advertising. This result represents that currently tradition value-oriented advertising portion in advertising area is very small; according to this situation, the possibllity to wide the portion of it in Korean advertising field is remarkable. In attitude toward the advertisement and the atitude toward the brand were represent meaningful differences by consumers' traits, especially by materialism and sex distinction.

Although the limit of this research, the generally low meaningfulness in statistical analysis, limits in advertising producing of the abstractive independent variables, limits in advertising producing and selecting single product, the most important significance of this research is that experimental investigation on effects of our traditional culture in Korean consumers' behavior. In addition to the above, synthetical study should be needed through diversification of the product groups in the future to improve Korean own advertising culture.