새로운 문화차원에 의한 국가간 광고비교의 효용성 연구 : Trompenaars - Turner의 문화차원을 중심으로 = Utility of New Cultural Dimensions - Trompenaars & Turner's

국문 초록 (Abstract)

본 연구는 국제광고의 효과적 연구를 위해 기존 문화차원의 효용성에 대해 평가하고 대안으로 Trompenaars와 Hampden-Turner의 새로운 문화유형을 적용하고자 하였다. 특히, 문화의 상대거리에 따라 국가간 광고 거리가 달라질 것이라는 명제에 따라 한국, 미국, 프랑스의 3개국을 대상으로 광고차이를 검증하고자 하였다. 위의 이론적 근거에 의해 먼저 기존 문화차원 연구의 효용성을 알아보기 위해 1980년대 이후 국내외 저널에 실린 국제광고 관련 논문을 내용분석 하였다. 또한 새로운 문화차원의 가능성을 알아보기 위해 3개국의 TV 광고물을 분석단위로 선정하였다. 연구결과, 1980년이후 115편의 국제광고관련 논문가운데 55편에서 가장 빈번하게 사용된 차원은 Hall의 상황주의와 Hofstede의 집단주의 차원으로 나타났다. 또한 권력거리, 시간지향성 등이 중간정도의 빈도를 보였으며 불확실회피성향, 남성주의성향 등은 비교적 낮게 나타났다. 문화차원의 설명력은 고른 분포를 보이지 않고 오히려 소수의 차원에 편중된 경향을 나타냈다. 분석결과, 광고소구, 광고유머, 표현전략 등에 걸쳐 3개국간 유의적 차이가 드러났으며 Trompenaar 등의 차원의 설명력이 입증되었다.

다국어 초록 (Multilingual Abstract)

This study attempted to examine the utility and validity of Trompenaar-Turner’s approach as new cultural dimensions. In so doing, this study revisited existing cultural dimensions such as Hofstede’s and Hall’s in terms of their explanatory potentials and limits. Cultural distance was originally defined as a relative difference between cultures.
This concept was employed to account for basic dissimilarities among ads in Korea, USA and France. Ultimate objective of this study was to clarify to what extent Trompenaar’s new dimensions can explain a variety of differences in communication practices such as advertising in global market. In order to do this, two different methods were employed. First was to analyze cultural dimensions applied in academic papers related to international advertising-which were published from 1992 through the present. Second was to content analyze advertising techniques such as ad appeals, humors and creative strategies reflected on advertisements of Korea, USA and France.
Results show that contexualism of Hall and collectivism and individualism of Hofstede were found to be most frequently employed in academic papers than other dimensions. Dimensions of Power distance and time-orientation were moderately used, compared to uncertainty avoidance and masculinity dimensions which were less frequently found in general. In addition, other cultural values such as modernity, tradition, sexuality etc were also treated as explanatory variables, but their frequencies were much lower. As a result of content analysis of advertising from three countries, there were significant differences among advertisements of Korea, USA and France in terms of ad appeals, humor techniques and creative strategies. From Trompenaar-Turner’s viewpoint, advertising distance found to be much higher in USA-Korean ads, than other dyads such as ads in USA-France, and Korea-France which had the lowest distance. This proved that Trompenaar-Turner’s dimensions were to be valid and useful enough to replace the existing cultural characteristics, thereby explaining the differences and similarities of advertising expressions among countries in global market. More implications were discussed.

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