A comparative analysis of nonverbal expressions as portrayed by Korean and American print‐media advertising

This study investigates whether nonverbal expressions of Korean and American advertising models reflect their indigenous cultures; and whether nonverbal expressions in advertising are influenced by the gender of the models and by the products advertised. Four hundred advertising illustrations selected from Korean and American magazines were analyzed, focusing on five nonverbal parameters. The findings show that nonverbal messages transmitted by models in Korean and American magazine advertisements generally reflect their respective cultural orientations, and that they are influenced by model gender and by products advertised.

Key terms:

• Cross‐cultural comparisons
• advertising
• Korea
• nonverbal communication