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Browsing by Author Yunjae Cheong

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  • Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US

    • Authors: Yunjae Cheong; Kihan Kim; Lu Zheng (2010)

  • This study examines the cultural factors influencing the use of advertising appeals in two culturally diverse countries: China and the US. Findings from the content analyses of the Chinese and the US food advertisements support eight of the 10 hypotheses, suggesting that community, popular, ornamental, status, dear, health, and nutrition appeals are more frequently used in countries with a more collectivist, greater power distance, and stronger long-term orientation culture such as in China than in the US, whereas an independence appeal was more frequently used in an individualistic society like the US than in China. Overall, findings suggest that advertising appeals in global markets...
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  • Competition and coexistence of sports media: the case of watching the 2014 Sochi Winter Olympic Games

    • Authors: Kihan Kim; Yunjae Cheong; Hyuksoo Kim (2016)

  • This study was performed in the context of the 2014 Sochi Winter Olympic Games to examine the patterns of competition among television sets, personal computers, and mobile devices in gratifying audiences of one of the world’s greatest sporting event. In light of the theory of niche, three measures of niche – niche breadth, niche overlap, and competitive superiority – were examined. Of the major findings, personal computers appeared to overlap the most with, and were superior to mobile devices in fulfilling socialization and diversion gratifications. These findings indicate personal computers are, at least partially, replacing mobile devices with respect to socialization and diversion gra...
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  • Product global reach, advertising standardization, and cultural values: an analysis of 2008 Beijing Olympic TV commercials

    • Authors: Yunjae Cheong; Lu Zheng; Kihan Kim (2011)

  • This study examined the influence of the global reach of the product, multi-national vs. domestic, on the degree of standardization of and the use of advertising values in 2008 Beijing Olympic commercials telecasted in China. This study is the first to examine systematically advertising standardization and values within one country in a mega-sporting event context. Overall, the study revealed that multinational product advertisements are more likely to be standardized, and more likely to portray Western-oriented values in their advertisements compared to domestic product advertisements. These findings indicate the importance of considering the global reach of the product in advertisin...