Publications

Publication details [#43548]

Paek, Hye Jin. 2005. Understanding Celebrity Endorsers in Cross-cultural Contexts: A Content Analysis of South Korean and US Newspaper Advertising. Asian Journal of Communication 15 (2) : 133–153.

Publication type

Article in journal

Publication language

English

Keywords

crosscultural context | language and culture | newspaper report

Place, Publisher

Routledge

Annotation

This paper examines the features that differentiate celebrity-endorser strategies in South Korean and American newspaper ads.