Cross-cultural comparisons of popular YouTube ads: A content analysis of YouTube video ads in the U.S. and South Korea

Chang-Won Choi

Journal of Global Scholars of Marketing Science, 2022, vol. 32, issue 2, 145-161

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.

Date: 2022
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DOI: 10.1080/21639159.2020.1808828

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