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ISSN : 1229-8778
This study examines how the internet as a new technology is presented in advertising in South Korea. Using a content analysis, 200 TV commercials for the internet and internet-related products and services in the year of 2000 are examined. The analysis focuses on identifying dominant technological themes and target audience in the ads and examining message strategies and modeling strategies by which the themes are delivered to the target markets. The study results reveals that advertising picks up some technological themes related dominant cultural values such as efficiency and freedom and incorporates theme into their advertising messages through the selections of specific message strategies and tactics. The study addresses some insights on the role of advertising in the diffusion of new technological products and services and provides some managerial implications on how message strategies and tactics are employed to deliver technological themes for advertising practitioners.
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