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12 April 2012

Cultural Values of American And Korean Youth Reflected in Brand Placement Attitudes

Keywords: advertising, brands, marketing, media, survey, television,

Korean youth are more critical about brand placement in television programs than young adults in America are, according to a study in the International Journal of Advertising. Koreans don’t believe brand placement adds much to the realism of the program, and they see it as an unethical advertising practice. Differences can be explained by varying cultural backgrounds. Surprisingly, Americans and Koreans don’t differ with respect to their attitude toward the appearance of brands in films. 

Take aways

  • When designing brand placements for television programs and movies broadcasted in the U.S., it should be considered that the placement has to increase the realism of the surrounding media content. 
  • Young adults’ cultural values shape their evaluations of brand placement in television programs but not in films.
  • Therefore, marketers targeting international audiences can best focus their advertising expenditures on brand placements in films instead of television programs.

Study information

  • The question?

    Do American and Korean youth differ in their perceptions of brand placements in television programs and films, and what factors determine their attention to these placements?

  • Who?

    In total, 471 young adults; 249 Americans (mean age: 23; 45% boys, 55% girls) and 222 Koreans (mean age: 24; 49% boys, 51% girls)

  • Where?

    USA, Southwest; Korea, Seoul

  • How?

    In an online survey, participants were asked to indicate the extent to which they (1) pay attention to brands placed in movies and television shows; (2) perceive movies and television shows in which brands are present as more realistic; (3) perceive the presence of brands in movies and television shows as ethical; (4) hold favorable attitudes toward advertising in general; and (5) attach importance to materialistic possessions.

Facts and findings

  • Korean young adults perceived brand placement in television shows as more unethical than their American counterparts. 
  • In contrast to Americans, Koreans didn’t believe brand placement added much to the realism of the program.
  • These differences can be explained by varying cultural backgrounds:
    • Promoting brands via television programs is not in line with Korean’s collectivistic moral values.
    • Korea has stronger legal restrictions and regulations regarding advertising practices, which may shape Koreans’ perceptions. 
  • Americans and Koreans didn’t differ with respect to their perceptions of brand placements in films.
  • Americans paid more attention to brand placement in films and television programs, if they:
    • believed brand placement added to the realism of the program or film
    • attached more importance to materialistic possessions
  • Koreans paid more attention to brand placement in films and television programs, if they:
    • attached more importance to materialistic possessions
    • held more favorable attitudes toward advertising in general 
  • An explanation for this is that people who are materialistic and have positive attitudes towards advertising are more engaged with products and brands and, therefore, pay more attention to brand placements.