流行YouTube广告的跨文化比较:美国和韩国YouTube视频广告的内容分析

C. Choi
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引用次数: 1

摘要

摘要:本研究考察了美国和韩国的在线视频广告是否与传统广告一样反映了他们的文化价值观。对两国YouTube热门视频广告进行了内容分析。令人惊讶的是,目前的研究结果与之前关于大众媒体广告的研究结果有些不一致。虽然韩国与美国的文化不同,但YouTube上热门网络视频广告的播放频率与美国并没有太大差异。流行的网络视频广告可能更有可能反映出网络视频广告的个性和情感特征,而不是文化价值观。讨论了网络视频广告国际研究的启示。
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Cross-cultural comparisons of popular YouTube ads: A content analysis of YouTube video ads in the U.S. and South Korea
ABSTRACT This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video ads on YouTube in South Korea were not significantly different from those in the U.S., despite cultural differences between the two countries. Popular online video advertising might be more likely to reflect the individual and emotional characteristics of online video advertising rather than cultural values. Implications for international research on online video advertising were discussed.
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CiteScore
4.00
自引率
6.20%
发文量
21
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