Westernization of Cultural Values in Korean Advertising : A Longitudinal Content Analysis of Magazine Ads from 1968-1998

Abstract

The article discusses a research study that conducted content analysis of Korean magazine advertisements from 1968 to 1998, finding that advertisements from the period reflected a cultural shift from an agrarian to industrial society and the westernization of cultural values in Korea. According to the article, cross-cultural consumer research studies should take changing cultural values into account. Topics include Koren economic development, global marketing, and values of collectivism, individualism, humanism, materialism, and modernity in Korean magazine advertisements.