Cultural Influence on Perceptions of Advertising Creativity: A Cross-Cultural Comparison of U.S. and Korean Advertising Students

Daechun An


A successful international advertising campaign should be based on a reliable and valid assessment of cultural
differences, such as attitudes, beliefs, motivations, and values, while avoiding aspects of culture that might
lessen the impact of advertising investment. This study examined the perceptional differences of advertising
creativity between advertising students in two culturally dissimilar countries, South Korea and the U.S. In this
attempt, two pervasively tested scales, the Koslow, Sasser, and Riordan scale and the CAT scale, were used to
have a more composite understanding of perceptional differences. Significant differences were detected in
numerous measures of the two scales, indicating that perceptional differences in identifying advertising
creativity do exist between two countries. Thus, practically, the results suggest a localization strategy that
recommends the use of separate message to promote the same product in a foreign culture rather than a
standardized strategy.

Full Text: PDF DOI: 10.5539/ijms.v5n5p75

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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