Comparing Ads In Korea And U.S

Despite differenczes in the use of comparative advertising from country to country, little research has been done to explain or predict the differences in the cross-cultural effectiveness of comparative advertising. The purpose of this study was to investigate such differences by conducting an

Comparative advertising is commonplace in the United States, but it is not widely used in most other countries, due to cultural norms or government regulation (Kotabe and Helsen 1998). In Korea, where confrontation is avoided and harmony is sought, cultural norms are inconsistent with the tactics used in comparative advertising (de Mooij 1998; Miracle and Choi 1997). Comparative advertising has been allowed officially in Korea only since 2001, and has not been widely used.

Korea and the United States seemed to be a logical pair of countries for this study for two reasons: (1) the sharp contrast in the use of comparative advertising in Korea and the United States, and (2) the extreme cultural differences between the two countries. Hofstede (1991) reported that Korea is a highly collectivistic country with a low individualism rank (43rd out of the 53 countries and regions studied) and a low individualism score (18 in the range of 6 to 91). In contrast, the United States is the most individualistic and least collectivist of the 53 countries and regions studied (ranking number 1, with a score of 91). For this study, national culture, characterized by the extremes of collectivism in the two countries, was selected, along with the type of advertising (direct, indirect, and noncomparative advertising), as the independent variables. Individual values were operationalized by self-construals, a mediating individual-level variable that demonstrates how national culture influences consumer behavior.

Comparative advertising is a message format in which a competing brand attacks another brand(s) in the marketplace by making a direct or indirect comparison of one or more product attributes or benefits. The literature on comparative advertising is extensive, and the conditions under which comparative advertising is effective are widely understood (e.g., Barry 1993; Byer and Cooke 1985; Cho 1996; Droge 1989; Droge and Darmon 1987; Etgar and Goodwin 1982; Iyer 1988; Ki and Lee 2000; Kim and Hong 1996; Lord, Lee, and Sauer 1992; Lyi 1988; MacKenzie and Spreng 1995; Pechmann and Stewart 1991 ; Pride, Lamb, and Pletcher 1979).

The effectiveness of advertising was operationalized by attitude toward the advertisement

([]), attitude toward the brand ([A.sub.b]), and purchase intention (PI). The literature on these constructs is also extensive (e.g., Baban and Burns 1997; Biehal, Stephens, and Curio 1992; Gardner 1985; Gresham and Shimp 1985; LaTour and Rotfeld 1997; Machleit and Wilson 1988; MacKenzie and Lutz 1989; Mitchell and Olson 1981; Moore and Hutchinson 1983; Shimp 1981).

Since the literature on comparative advertising as well as on [], [A.sub.b], and PI is so extensive and well known, it will not be reviewed here. The literature review for the present study is limited to national culture and self-construals, and their relationships to the effectiveness of advertising.


National Culture and Advertising Effectiveness

In individualistic cultures, individual goals are emphasized over group goals, social ties between individuals tend to be loose, and communication is relatively direct (Triandis 1988). Members of individualistic cultures are relatively more concerned with clarity in conversations (Kim 1994), and indeed, they view clarity as necessary for effective communication (Kim and Wilson 1994). In contrast, in collectivistic cultures, people from birth onward are integrated into strong, cohesive groups; they are relatively more concerned with issues of face management, and this concern leads to their relatively greater use of indirect communication compared with people from individualistic cultures (Kim 1994; Ting-Toomey 1988; Triandis 1994)

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Tips & Tricks to be creative writer

Time and again you will receive the same creative writing advice; write what you know. In other words, write about things you encounter in your daily life. What better topic could you choose? Not everyone does the same job, grew up in your hometown, had your smart-alecky brother as a sibling or has had any of the same experiences you’ve had.

Who better to sell a story about these things than you? You already know the small details. And it’s precisely those small details that when woven into your fiction make for a believable read and a better story. But fiction is made up, you might say. Why do I need to add realism? While it’s true that creative writing is made up of make believe stories, a writer is asking his reader to believe his made up, make believe stories. You want your reader to suspend his belief in the real world for a while, get lost in your words, feel comfortable in your fictional world. You want your reader to believe the story that you’re telling them so that they will keep reading and hopefully enjoy it so much that they seek out other stories you’ve written. That is what will make you a saleable writer.

Write What You Know Writing

what you know doesn’t mean you can’t explore other things. If you’re a stay-at-home-mom, add a little spit-up to your mystery novel. If you’re a nurse, use proper medical terms in your short romance story . If you grew up near a beach, name the sea life residing there to add depth to your science fiction drabble. As far as your smart-alecky brother, I’d leave his name out of things, but you might want to relay one of the many pranks he pulled in high school for comedic relief in a horror tale. Giving your audience a little of the truth goes a long way in helping them accept your fiction. Mind you, I’m not suggesting that you fill your entire manuscript with boring facts and dull details, or even that you should tell everything you know about a subject, just because you can. What I’m proposing is that you add a sprinkle of authenticity to your fiction, a tidbit of information, here and there, to give your creative writing a feeling of reality that will help it burst alive. Write

What You Don’t Know Writing

what you know from life experience is the easiest way to go but it isn’t the only way to go. Let’s say you want your story’s hero to be an ex air force pilot but you’ve never even been on a plane, let alone met an air force pilot. Should that stop you. Absolutely not! There are other ways to write what you know. Researching any topic by reading, watching films or asking someone who has experienced whatever it is you want to write about are all good ways to learn to write what you know. Be inquisitive. Look for the little known facts. Educate yourself and ask the juicy questions to reveal information that when planted in your creative writing, will make it pop with enough truth to hook your reader’s attention. Double check anything you aren’t sure of to make sure all of your data is correct. One false factuality and you’ll have your reader second guessing everything, defeating your whole purpose. Give your reader a bit of realness, a taste of the truth, and they will feel secure in your world of fiction. They will trust you to take them places they’ve never been. Do it well and they’ll want to join you on your fictional voyages again, and again.

Let’s Review:

Use your own life experience to add truth to your fiction. Educate yourself and do research to learn details of the things you don’t already know.


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The Worst ads from Drink Industries

For this type of advertisement on this category, I would placing the Teh Sisri as the one who got the award, not to blame on, this Teh Sisri advertisement for Teh Sisri Cincau flavour is out of the themes. I means nothing to be related at all. It was just about a group of little kids with wearing a black suits and yelling thirsty and Sisri and after  that the graphic side comes up with the packages of Teh Sisri and together with it, all the kids which wearing the black suits saying

“Teh Sisri, Cincau la yauuu”

Not creative at all, really not related to the themes of the drink. In my opinion, would be better if just showing little kids drink it and after it showing what the benefit of drinking consuming cincau as our daily food. Simple, but , the audiences target got the meaning and the kids will like it also as well as the parents to take parts.

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For this category, I would very sure to give KTM (the Chinese brand one,) as the worst of the worst motorcycle advertisement ever. With the fenomenal dangdut star of Indonesia, Inul Daratista, this KTM advertisement trying to catch up the audience awarness of its brand. But somehow,it was really lack of an advertisement should be. No creativity, no graphic hands, no good lighting, no good concept. The only concept was just about showing all the type of KTM Motorcycles and then Inul Daratista dancing with her fenomenal waist dancing and with the worst tagline also Inul Daratista stated

“Kate siapa? Ya KTM” …

Could you imagine, by this kind of advertisement, how come we could make a good of masterpiece of arts in the creative world. I know, somehow, the clients, wanna take us (as the advertisement company) to make an advertisement just with a low budget. But, should be us, to make still once again still in the right way, the good way of an arts and creativity. There was so many way to make a good of arts of advertisement without really high budget needs. Sometimes, we need an idealism to take parts when industry minded to much take place.

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The Worst Ads from Medical Industries

The worst ads from medical industries, I would prefer Legiron ads,which titled Complaining about his leg. This advertisement really lack of creativity even also a little graphic.

This advertisement really a not budgeted advertisement. It was very simple since no creative value inside, no graphic hands inside, no stars inside.

If you see, the advertisement was only about a guy complaining his leg that bring always problem in the day when he start to old, after that the Legiron packages comes up. And the old guy was saying that after he drink Legiron regularly, his leg gradually cured and he can do walk as usual. That is it. No creativity inside. That was why I recommend this ads as the worst of advertisement ever in Medical Category (actually so many this type of ads arrive recently)

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The Worst Ads from Food Industries

This is quite hard to find the worst food ads in the media,especially in the TV, simple, actually so many ads for food industries did not have a creative side, even if I make it as a row,

the category it self will containing :

  1. food,
  2. fast food,
  3. dessert sweet n snack,
  4. cereal,
  5. instant cereal.
  6. Baby food

Those category that I mentioned is divided based on MediaBanc ads Category. Recently, so many ads in food industry having the same type of ads. So that why I surely hard to find which the worst, but according to my opinion, the worst one ads, are comes from the Siantar Top company, why and how come I could say it like that, simple, almost all the ads for the children foods from PT Siantar Top were using a 2D animation but without creativity, lots of their ads containt nothing to means and no relation between the food itself also with the ads content.

The brandstormin under PT Siantar Top I believe no audiences know about it, since, if I measures from their ads that broadcasted in the TV,most of it was give a point a view,that the ads and the products itself are comes from low economy budget, and the sanitation of  the products itself could be doubted by the customers, since they will asumming the product by the adverstisement first and later on they will know the product. This why,a good ads could be effecting a good sales also, but a worst ads, will effecting the products. Also.

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Best Ads from Automotive/Motorcycle Industries

The new Bajaj Pulsar DTS-i 200 ads are taking my attention on the database of ads of my office. It was cool, creative, full of transformer atmosphere in the whole of ads.

Full of graphic editing. Nice and smooth editing also. Simple, giving the message that Pulsar are very good, durable and fast in speed. In my opinion range of Bajaj pulsar ads type were in a good level.especially the last of the Bajaj ads it was all about the robotic themes. Placed in the right time over the Transformer fever spread out in everywhere.

This ads are very eyecatching. With blue, red and black Pulsar motorcycle that changing into a robotic motorcycle, they change an idle tyred become a basketball and in the night playing a basketball was remarkable imagination. To be honest.

The ads itself doesnot have a relation with the Bajaj Pulsar ability and all of the benefit of Bajaj machine, it just trying to let the people mind and brainstorming idea about what Bajaj Brand and let it stuck in the customers. I give this ads as the best ads for automotive class, motorcycle particularly.

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