Consider the Coke ad from Korea, courtesy YouTube. Although the young men in the ad demonstrate some behaviour that we might consider "normal" at a party in North American society, in Korean culture these young men are breaking many rules.


Open the commerical here.

In many ways, this could be a Canadian ad, set in a Canadian restaurant. However, there are many aspects of the advertisement that reflect Korean culture. Now, look more closely at this ad, especially thinking about the cultural
norm
a culturally established rule prescribing appropriate behaviour

For example, it is a value in Western society that one should respect the dead; it is a norm that one should dress in dark colours for a funeral. See values.
norms of Korean society.

  • What dominates this video?
  • Who are the people (subjects) in this picture? What are they doing?
  • What feelings are conveyed by the subject(s)?
  • Where and when did this take place?
  • How do movie-making techniques contribute to the message?
  • How does sound and music influence the message?
  • What appeals are used by the advertiser?
  • What is the symbolic message of this video?

(Click here for one student's view.)

Korean culture: In this video, an all-male group dominates. The young men are having a good time in an upscale restaurant. As they drink Coke, they become more excited and start having more fun. They are eating a Korean dish that looks good. Note that someone else pours the Coke into the glass the person is holding — a tradition in many Asian societies. Korean society is very hierarchical; that is, older people, especially older men, have much influence and respect. The behaviour these young men show would occur only if they were in a group of all men of the same age. If even one at their table was an older man, the young guys would not be dancing around. In fact, they would not even be talking! Note the guilty little look at the end before everybody else starts jumping around. The group of young men has broken many norms of Korean society.

In our culture, a large group of young men going to a fancy restaurant is less common. If they did, one would expect a certain degree of loud behaviour. Our society also admires someone who shows some individuality, but Korean society is more concerned with conforming to certain standards of behaviour.

Cultural imperialism and cultural hybridization: The advertiser has used several Korean cultural norms in this ad. However, the appeal to individuality, although extremely powerful in North American culture with its admiration for the rebel, would have a different impact on Korean society. We might think these young men are being a little naughty, but in reality in Korea, this behaviour is quite shocking.

In a small way, this ad promotes western values and cultural norms to Korean society. It contributes to cultural change.