Abstract Extant research has shown that advertising is more effective when the advertised message is congruent with the cultural values of the targeted population. However, this research has not explored which values are activated when consumers view the advertising and, in particular, if there is a match between values conveyed by advertising and values activated by consumers. Moreover, little research has examined the effects of culturally-relevant (e.g., socially-oriented values) versus globally-relevant (e.g., personally-oriented values) advertising messaging in emerging global markets with deeply-held cultural traditions (e.g., Confucian values in South Korea). Combining qualitative and quantitative approaches, this research compares advertising-conveyed values with consumer-activated values and explores the effects of socially-oriented and personally-oriented values on perceptions of advertising and product effectiveness. Results suggest that the often singular values conveyed in South Korean food advertisements do not precisely match the multiplicity of values that are activated by South Korean consumers. Furthermore, South Korean consumers are more responsive to advertisements that emphasize social values than they are to those that emphasize personal values. Results provide theoretical and managerial insights into the design of effective global and local advertisements.

中文翻译：

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广告中的社会和个人价值：韩国食品广告的证据

摘要现有研究表明，当广告信息与目标人群的文化价值观相一致时，广告将更加有效。但是，这项研究尚未探讨当消费者观看广告时，特别是在广告传达的价值与消费者激活的价值之间是否存在匹配时，激活了哪些价值。此外，在具有深厚文化底蕴（例如儒家价值观）的新兴全球市场中，很少有研究考察与文化相关的（例如，社会导向的价值观）与全球相关的（例如，个人导向的价值观）广告信息的影响。韩国）。结合定性和定量方法，这项研究将广告传达的价值与消费者激活的价值进行了比较，并探讨了以社会为导向和个人为导向的价值观念对广告和产品有效性的影响。结果表明，韩国食品广告中传达的通常唯一的价值与韩国消费者激活的价值的多样性并不完全匹配。此外，与强调个人价值观的广告相比，韩国消费者对强调社会价值观的广告的反应更快。结果为有效的全球和本地广告设计提供了理论和管理上的见识。结果表明，韩国食品广告中传达的通常唯一的价值与韩国消费者激活的价值的多样性并不完全匹配。此外，与强调个人价值观的广告相比，韩国消费者对强调社会价值观的广告的反应更快。结果为有效的全球和本地广告设计提供了理论和管理上的见识。结果表明，韩国食品广告中传达的通常唯一的价值与韩国消费者激活的价值的多样性并不完全匹配。此外，与强调个人价值观的广告相比，韩国消费者对强调社会价值观的广告的反应更快。结果为有效的全球和本地广告设计提供了理论和管理上的见识。