Cultural Differences towards Sexual Advertising : A comparative study between Swedish and South Korean students

University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle; Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

Abstract: This study has investigated whether cultural differences affect how one perceives sexual advertising. The study has focused on Sweden and South Korea, which showed great differences in Hofstede's cultural framework. Sweden, according to Hofstede, is considered to be a feminine country and has low uncertainty avoidance. In contrast to South Korea, which is considered masculine and is one of the most uncertainty avoiding countries in the world. The study examined whether these cultural aspects affect how the consumer perceives sexual advertising. To answer this, data was collected through a questionnaire, with Swedish and South Korean university students as respondents. The results showed that there were differences in how Swedish and South Korean participants experienced sexual advertising, although not as great differences as expected. The South Koreans proved to be more easily upset by the advertising than the Swedes, however, it turned out that no one felt interested in buying the promoted product, regardless of culture.

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