Section 6>

Section 6.

Neutral Culture
Do not reveal what they are thinking or feeling
May (accidentally) reveal tension in face and posture
Emotions often dammed up will occasionally explode
Cool and self-possessed conduct is admired
Physical contact, gesturing or strong facial expressions often taboo
Statements often read out in monotone

Affective Culture
Reveal thoughts and feelings verbally and non-verbally
Transparency and expressiveness release tensions
Emotions flow easily, effusively, vehemently and without inhibition
Heated, vital, animated expressions admired
Touching, gesturing, and strong facial expressions common
Statements declaimed fluently and dramatically

Country

Product Category
Confectionery Beverage
Food
109(42.7%)

Alcohol
24(9.4%)

Total

Korea

60(23.5%)

62(24.3%)

255

Japan

56(19.6%)

70(24.5%)

112(39.3%)

47(16.5%)

285

U.S.

41(16.3%)

60(23.9%)

110(43.8%)

40(15.9%)

251

U.K.

58(24.9%)

55(23.6%)

73(31.3%)

47(20.2%)

233

Total

215(21.0%)

247(24.1%)

404(39.5%)

158(15.4%)

1024

Country
Male

Gender
Female Both

18

Perceived Age
18-29
30-49

50+

Korea

91 (35.7%) 115 (45.1%) 49 (19.2%)

25(9.8%)

143 (56.1%) 79 (31.0%)

8(3.1%)

Japan

115(40.3%) 119(41.8%) 51 (17.9%)

24(8.4%)

184 (64.6%) 69 (24.2%)

8(2.8%)

119(47.4%) 74 (29.5%) 58 (23.1%) 26 (10.4%) 132 (52.6%) 85 (33.9%)

8(3.2%)

U.K.

95(40.8%)

3(1.3%)

Total

420(41.2%) 358 (35.1%) 242(23.7%) 96(9.4%)

U.S.

50(21.5%)

84(36.1%)

21(9.0%)

154(66.1%) 53(22.7%)

613 (60.0%) 286(28.0%) 27(2.6%)

Coding Item
Coding Item

Facial Expression

Bodily Expression

Country

Mean

Std. Dev.

Korea

1.61

.60

Japan

1.75

.60

Sig.
Statement of Feeling

4.705***

.000

Country

% of Commercials

Korea

48.6

Japan

43.9

U.S.

43.8

U.K.

53.7

U.S.

1.85

.58

U.K.

1.82

.72

Korea

42.5

Japan

33.3

Korea

1.62

.70

Japan

1.65

.55

U.S.

1.79

.66

U.K.

1.61

.60

Use of Exclamation
4.992***

.000

Coding Item

Speed of speaking

Voice tone

U.S.

28.7

U.K.

30.9

Country

Mean

Std. Dev.

Korea

1.81

.44

Japan

1.79

.58

U.S.

1.89

.50

U.K.

1.81

.41

Korea

1.77

.48

Japan

1.71

.65

U.S.

1.91

.61

U.K.

1.73

.66

x2

Sig.

2.447

.294

4.706*

.030

5.587

.061

.284

.594

Sig.

1.425

.212

3.966**

.001

Abstract