Korean chaebol's co-cultural identification strategies in corporate advertising (1994-1996)

Hoh Kim, Marquette University


This study is an interdisciplinary study between public relations and intercultural communication. The major purpose of it is to discover the co-cultural values that Korean conglomerates (chaebol) use in messages of their corporate ads. Two theoretical assumptions were made for this study. First, corporate advertising is a form of corporate communication (esp. public relations) for the purpose of promoting organization to the public. Second, corporations identify with certain co-cultural values in the message of corporate advertising. A total of 145 unduplicated corporate ads from five Korean magazines (1994-96) were analyzed using qualitative document analysis. Through the analysis, five strategies were discovered: woori, Confucian-like values, individualistic, narrowing power distance, and negotiation strategies. Strategic value lists (SVL) of "organization marketing" in Korea were suggested. Using the framework of this study, one can examine corporate communication messages and develop SVL in other countries.

Recommended Citation

Kim, Hoh, "Korean chaebol's co-cultural identification strategies in corporate advertising (1994-1996)" (1997). Dissertations (1962 - 2010) Access via Proquest Digital Dissertations. AAI1385941.