| Abstract |
| This study aimed to aid a Koreans business activity, especially on marketing and communication strategy. The subject of this article is the contents analysis for Chinese and Foreign corporate advertisements on the home of chinese. For this study, 508 of advertisements were collected through the home page of the people`s daily. And the contents analysis was carried out with the 32 value list which was made by Cheng and Scheweitzer in the year of 1996.
Chinese corporate`s Advertisements showed up the following value lists; Quality, tradition, technique, craftsmanship etc. Foreign corporate`s Advertisements showed up the following value lists; nature, courtesy, wisdom. etc. In the analysis of the practical/ symbolic value, Chinese corporate advertisements showed up the both practical and symbolic value.
And Foreign corporate was assumed to held the localized strategy in China, because much of the neutral value was found in their advertisements. In the analysis of the vertical/ horizontal value, Chinese advertisements showed up the vertical value and Foreign advertisements showed up the same amounts in vertical/ horizontal value. |
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| Key Words |
| 중국기업광고, 외국기업광고, 가치표현비교, Chinese Corporate Advertisements, Foreign Corporate Advertisements, Comparison for Value Presentation |
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