Analysis of Got Milk? Ad for Application in South Korea

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Recommended: Roles of gender in marketing

Recommendation of Got Milk? Ad for Application in South Korea

I. Recommendations and Summary of Analysis

To appeal to a Korean audience, the facial expression and the gestures of a model should be changed as the model hold a cup of milk, and make a smile. The ¡°Got Milk?¡± ad is one of the typical masculine and low context American culture ads. Angelina Jolie¡¯s facial expression and gestures are very aggressive, tough, and masculine. The ad entitles ¡°Got milk?¡± which is a very direct way of approaching consumers. Although American culture is built as directness, the Koreans are more concerned with cooperative behavior in the means of indirect communication. The Koreans value quality of life more than the Americans as they accept happiness in the form of the present, rather than of the future. Thereupon, the Koreans are less-goal driven than Americans.

In order to succeed in collectivist Korean culture, I recommend having enough models in the ad from the same social group who could share unified goals. Additionally, the message needs to change ¡°Share some Calcium with the ones you love¡± instead of ¡°Nine essential nutrients for my one essential body.¡± American culture values individualism. This ad has an individual who appears to have a strong sense of self as a primary source of identity and commitment. The ad also emphasizes individualism by ¡°Nine essential nutrients for my one essential body¡± message. However, Korean culture is very opposite from the American. Koreans emphasis on group¡¯s goals and value sharing emotional expressiveness based on collectivism.

To be well received by a high power distance and avoidance Korean conservative culture, I would recommend having the model costume appropriately that covers her body and relates the milk ad. American culture is based on low power distance and weak avoidance. Therefore, they accept the flashy and gaudy clothing of a model. Creativity and personal choices are viewed as important as group¡¯s authority in American culture. Unlike American culture, Korean cultures still has remaining image of Confucian era women¡¯s role and status in the society where women are expected to be obedient (Korea 1). Thus, conservative Koreans would be surprised to see that flashy and gaudy image of model and even feel offended to see women inappropriately dressed in public.

II. Background of the Problem

a. Authorization of the Study

I submit this report on revision to the ¡°Got Milk?¡± ad to better adjust in South Korean market on March 20, 2006.

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