Cross Cultural Differences in Advertising Strategy for Sports Product

문화적 특성에 따른 스포츠상품의 광고전략 차이

  • 이준엽 (경희사이버대학교 e-비즈니스학과)
  • Published : 2009.04.28


Cultural characteristics of a country can affect consumers' buying behaviors. So global companies should think about cultural characteristics of the country that they want do marketing activities. Especially it is very important in sports product marketing because it is closely related with cultural characteristics of the country. This study examines relations between cultural characteristics and advertising strategy for sports product among Korea, England and France. I used content analysis method for this study. I found that Korea and France have similar cultural characteristics and advertising strategy for sports product but England has different cultural characteristics and advertising strategy for sports product. sense of community effect to community identification and community loyalty. Satisfaction of need, Emotional advertising strategy is mostly used in Korea and France. But rational advertising strategy is mostly used in England.


Advertising Strategy;Cultural Characteristics;Sports Product;Globalization


  1. 이준엽, 강호정, "현대 스포츠 경영학," 학현사, 2005.
  2. G. Hofstede, "Culture's on Sequences: International Differences in Work-Related Values," Beverly Hills, CA: Sage Publication, 1991.
  3. 안대천, "글로벌웹사이트 광고의 지역화 전략에 관한 고찰: 동/서양의 6개국 시장을 비교대상으로 한 접근", 광고학연구, 제17권, 제2호, pp.225-250, 2006.
  4. R. J. Markin, "Consumer Behavior: A Cognitive Orientation," New York: McMillan, 1974.
  5. K. T. Frith and B. Mueller, "Advertising and Society: Global Issues," New York: Peter Lang, 2003.
  6. M. de Mooji, "Consumer Behavior and Culture: Consequences for Global Marketing and Advertising," Thousand Oaks, CA: Sage Publications, 2003.
  7. 김흥규, 오세정, "기업광고에 대한 한, 미간 비교 연구", 주관성연구, 제15호, pp.121-147, 2007.
  8. 김병희, "한국과 중국 광고에 나타난 가치패턴 비교", 광고학연구, 제15권, 제3호, 2004.
  9. Alden, L. Dana, Jan-Benedict E. M. Steenkamp, and B. Rajeev, "Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture," Journal of Marketing, Vol.63, No.1, pp.75-87, 1999.
  10. 전선규, "잡지광고에 반영된 문화적 상표연상: 상표포지셔닝전략에 따른 상표개성에 대한 탐색적 연구", 마케팅연구, 제18권, 제4호, pp.123-144, 2003.
  11. 문영숙, "한국과 미국의 서비스 광고전략에 관한 비교연구", 광고학연구, 제11권, 제1호, pp.53-68, 2000.
  12. G. M. Weinberger and H. E. Spotts, "A Situational View of Information Content in TV Advertising in the U.S. and U.K.," Journal of Marketing, Vol.53, No.1, pp.83-94, 1989.
  13. W. Jeon, G. H. Franke, and J. Phelps, "Appeals in Korean Magazine Advertising: A Content Analysis and Cross-Cultural Comparison:" Asia Pacific Journal of Management, Vol.16, No.2, pp.249-258, 1999.
  14. 윤성욱, 김성재, 문재학, "한국-미국 잡지광고의 정보단서에 관한 비교연구," 한국심리학회지, 제8권, 제3호, pp.339-356, 2007.
  15. 김유경, 최창원, 주은숙, "TV 공익광고의 주제 및 표현전략에 관한국가간 비교연구: 한국, 일본, 미국을 중심으로", 광고학연구, 제18권, 제2호, pp.7-30, 2007.
  16. S. E. Moriarty, "A Content Analysis of Visuals Used in Print Media Advertising," Journalism and Mass Communication Quarterly, Vol.64, No.2, pp.550-554, 1987.
  17. A. Resnik and B. L. Stern, "An Analysis of Information Content in Television Advertising," Journal of Marketing, Vol.41, No.1, pp.50-53, 1977.