Content dimensions of Web advertising: a cross-national comparison

Abstract

This research examines advertising on the World Wide Web in the major content dimensions such as creative appeal/strategy used, the amount and type of information contained, and some descriptive characteristics that are unique to the new medium. In an attempt to determine whether and how Web advertising differs across countries of diverse cultures, a content analysis was conducted on a total of 310 Web ads selected from three countries—the US, the UK, and South Korea. The study reveals a prevalent use of the Web by marketers of services. Results also indicate significant cross-national differences in various content dimensions especially among product ads on the Web. Given the research findings, advertising implications for global marketers are discussed along with the limitations of the study. Directions for future research are also suggested.

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Kuen-Hee Ju-Pak

Kuen-Hee Ju-Pak is an assistant professor in the Department of Communications at California State University, Fullerton. She teaches advertising courses as well as communication theory and research methods courses. Her main research interests are in Internet advertising, advertising media planning models, and advertorials. Her work has been published in several journals, including Journalism and Mass Communication Quarterly, Journal of Current Issues and Research in Advertising, and Mass Communications Review.