暨南学报(哲学社会科学版)

作者：WOORI.CHO, KYOUNG-SEOP.CHO

单位：韩国籍,上海交通大学媒体与设计学院。KYOUNG-SEOP.CHO,韩国籍,韩国东义大学广告学院教授,博士。

关键词：广告受众,电视公益广告,中韩比较

本文以中韩两国的公益广告为对象,依据霍夫斯塔德的文化维度理论,思考不同文化条件下,电视公益广告中的性别差异对中韩两国受众态度和行为的影响。研究发现,受性别文化的影响,相比中国受众而言,韩国受众的男性度较弱,而女性度则较强。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"article":{"keywordList_cn":["电视公益广告","广告受众","中韩比较"],"juan":"40","zhaiyao_cn":"本文以中韩两国的公益广告为对象,依据霍夫斯塔德的文化维度理论,思考不同文化条件下,电视公益广告中的性别差异对中韩两国受众态度和行为的影响。研究发现,受性别文化的影响,相比中国受众而言,韩国受众的男性度较弱,而女性度则较强。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=5984","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=5984","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2018/V40/I1/125","qi":"1","id":5984,"nian":2018,"bianHao":"2018-1-125","zuoZheEn_L":"Woori. Cho, Kyoungerop. Cho, WU Aonan","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2018","shouCiFaBuRiQi":"2018-02-07","qiShiYe":"125","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2018/V40/I1","lanMu_cn":"新闻与传播","pdfSize":"587","zuoZhe_CN":"WOORI.CHO, KYOUNG-SEOP.CHO","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=5984","title_cn":"性别对广告受众态度与行为的影响——基于中、韩公益广告的实证分析","jieShuYe":"132","keywordList_en":["China and South Korea","Gender","TV public service advertising"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=5984","zhaiyao_en":"Based on Geert Hofstad’s cultural dimensional theroy, we explore the influence of masculinity and femininity on audience in China and South Korea and their attitudes towards and behaviors of TV public service advertising by means of empirical analysis. This research, with the methods of correlation analysis and regression analysis, finds out a significant difference between Chinese audiences and South Korean audiences: Compared to Chinese audience, South Korean males have weaker masculinity and stronger femininity. It is hoped that this study can provide a new way for researchers to explore TV public service advertising from China and South Korea.","bibtexUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=BibTeX&id=5984","abstractUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2018/V40/I1/125","zuoZheCn_L":"WOORI.CHO, KYOUNG-SEOP.CHO","juanUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2018","lanMu_en":"","qiUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2018/V40/I1","zuoZhe_EN":"Woori. Cho, Kyoungerop. Cho, WU Aonan","risUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=Ris&id=5984","title_en":"A Comparative Study of the Influence of Gender on the Attitude and Behavior of Chinese and Korean Public Service Advertising","hasPdf":"true"},"authorNotes_cn":["WOORI.CHO,韩国籍,上海交通大学媒体与设计学院。KYOUNG-SEOP.CHO,韩国籍,韩国东义大学广告学院教授,博士。"]};if(window.metaData && (!window.metaData.authorNotesCommon_cn && !window.metaData.authorNotesCorresp_cn && window.metaData.authorNotes_cn)){window.metaData.authorNotesCommon_cn = window.metaData.authorNotes_cn;}if(window.metaData && (!window.metaData.authorNotesCommon_en && !window.metaData.authorNotesCorresp_en && window.metaData.authorNotes_en)){window.metaData.authorNotesCommon_en = window.metaData.authorNotes_en;}var _nlmdtdXml = $("#article_nlmdtdXml").val();var magDir = _nlmdtdXml.replace(/\/[^\/]+$/,'');window.metaData.magDir = magDir;new mag_vue({ el: '#metaVue', //dataUrl: mag_currentQikanUrl() + '/EN/article/getRichHtmlJson.do?articleId='+$("#articleId").val(), data:window.metaData, loading:true, doTextFun:function(text){ return doDataJsonText(text); 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来源：2018年第1期

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