탄샭뿆톧뷸햹ꎬ2003ꎬ11ꎨ1ꎩꎺ85~91 Advances in Psychological Science 컄뮯뛔맣룦뗄펰쿬 탬뷰닓 탬뷠 ꎨ놱뺩듳톧탂컅폫뒫능톧풺ꎬ놱뺩100871ꎩ ꎨ훐맺얩튵듳톧릤돌맜샭톧풺ꎬ놱뺩100083 ꎩ 햪 튪 쯦ퟅ뷼쓪살맺볊펪쿺뗄랢햹ꎬ컄뮯닮틬돉캪펰쿬뿧맺릫쮾펪쿺닟싔뗄훘튪틲쯘횮튻ꆣ컄헂룅삨쇋컄뮯뛔맣룦펰쿬뗄ퟮ탂퇐뺿돉맻뫍뷸햹ꆣ쫗쿈뷩짜쇋컄뮯뗄룅쓮뫍뷡릹ꎻ웤듎ꎬ뷩짜쇋컄뮯뛔맣룦뗄펰쿬ꎬ훷튪냼삨맣룦첬뛈ꆢ맣룦퓋ퟷ랽쪽ꆢ쫜훚쎽쳥뷓뒥탐캪ꆢ맣룦닟싔벰훆ퟷ뫍맣룦맜샭뗈벸룶랽쏦ꎻퟮ뫳ꎬ뷩짜쇋맺볊맣룦뗄3훖훷튪닟싔ꎺ춳튻뮯닟싔ꆢ놾췁뮯닟싔뫍뷩폚솽헟횮볤뗄헛훔닟싔ꆣ 맘볼듊 컄뮯ꎬ볛횵맛ꎬ맣룦ꎬ춳튻뮯ꎬ놾췁뮯ꆣ 럖샠뫅 B849:C93쯦ퟅ붻춨릤뻟뗄톸쏍랢햹ꆢ탅쾢뒫능쯙뛈뗄뿬쯙쳡룟뫍죋쏇쿠뮥붻쇷뗄늻뛏퓶잿ꎬ헻룶뗘쟲쯆뫵풽살풽킡ꎬ틔훁쪹죋쏇쳡돶쇋뗘쟲듥뗄룅쓮ꆣ풽살풽뛠뗄릫쮾평폚룷훖룷퇹뗄풭틲ꎬퟟ돶쇋놾췁쟸폲뗄쿞훆ꎬ뾪췘맺볊쫐뎡ꎬ샽죧ꎬ싳떱샍ꆢ뿉뿚뿉샖뗈뚼틑뺭돉쇋쫀뷧욷없ꆣ퓚놾췁틔췢뗄쟸폲쯹뷸탐뗄냼삨맣룦퓚쓚뗄펪쿺ꎬ룼탨맘힢컄뮯뗄닮틬뫍쳘뗣ꆣ틔쿂훷튪뷩짜컄뮯뗄룅쓮벰뷡릹ꆢ컄뮯뛔맣룦뗄펰쿬틔벰쒿잰맺볊맣룦뗄훷튪탎쪽ꆣ ㄠ컄뮯벰웤뷡릹??⸱?컄뮯뗄룅쓮?듓맣틥짏쮵ꎬ컄뮯쫇폃살뇭듯죋샠짺듦쯹믽샛뗄튻쟐돉뻍뗄룅삨ꆣ쿁틥짏ꎬ컄뮯쫇죋쓔훐ퟮ죝틗놻쳡좡ꆢ쪹폃뗄횪쪶쳥쾵뫍볛횵맛[1]ꆣ횻튪폐죋뗄뗘랽ꎬ뻍폐컄뮯ꎬ컄뮯ퟔ좻째춸퓚죋쏇뗄짺믮ꆢ릤ퟷ뫍붻췹믮뚯훐ꆣ 컄뮯훐뗄ퟚ뷌탅퇶ꆢ럧쯗쾰맟뫍볛횵맛뗈뚼뛔죋쏇뗄탐캪폐ퟅ훘튪펰쿬ꎬ쪹죋쏇내헕쒳킩뇪ힼ살뛔쳘뚨뗄듌벤뷸탐랴펦ꆣ짧믡뎣뎣벤샸죋쏇듓쫂럻뫏짧믡컄뮯뗄쿻럑ꎬ뛸뇜쏢늻럻뫏짧믡컄뮯뗄쿻럑ꆣ헢킩볛횵맛뫍탅쓮뎣믡펰쿬떽죋쏇뛔훜캧쫂컯뗄뾴램뫍첬뛈ꎬퟔ좻튲믡펰쿬떽죋쏇뛔맣룦뗄첬뛈뫍탐캪ꆣ⋅ 맣룦훐쯹랴펳뗄컄뮯볛횵맛틑뺭쫜떽쇋퇐뺿죋풱뗄맣랺훘쫓ꆣPollay(1986) [2]죏캪죎뫎컄뮯뚼폐뛠훖볛횵맛ꎬ맣룦쫇튻쏦얤쟺뗄뺵ퟓꎬ쯼랴펳ퟅ짧믡뗄컄뮯뫍볛횵맛뗄쒳킩랽쏦ꆣCheng(1994) [3]퓸뛔1982뫍1992쓪훐맺뗄572룶퓓횾맣룦뷸탐퇐뺿ꎬ횸돶ꆰ쿖듺ꆱꆢꆰ벼쫵ꆱ뫍ꆰ훊솿ꆱ쫇맣룦뇭쿖샯ퟮ훷튪뗄3훖볛횵맛ꆣChan(1999)[4]뛔1946쓪~1996쓪쿣룛50쓪볤뗄펡쮢맣룦뷸탐럖컶ꎬ뷡맻랢쿖ꆰ훊솿ꆱꆢꆰ뺭볃ꆱꆢꆰ쿖듺ꆱꆢꆰ쫜뮶펭ꆱꆢꆰ짧믡뗘캻ꆱ뫍ꆰ랽뇣ꆱ쫇쿣룛맣룦쯹쯟쟳뗄훷튪볛횵맛ꆣ 컄뮯볛횵맛쫇컄뮯훐뗄뫋탄틲쯘횮튻ꎬ쯼뛔맣룦폐ퟅ훘튪ퟷ폃ꆣ튻랽쏦맣룦튪쫜떽컄뮯뗄훆풼ꎬ쇭튻랽쏦맣룦튲랴펳ퟅ떱뗘뗄컄뮯ꆣ 쫕룥죕웚ꎺ㈰〲?〵?ㄶ 85
-86- 탄샭뿆톧뷸햹 2003쓪 ㄮ??䡯獦獴敤?뗄컄뮯뷡릹?룹뻝늻춬뗄뇪ힼꎬ뛔컄뮯폐늻춬뗄럖샠ꆣ퓚쿻럑틔벰펪쿺쇬폲뇈뷏폐펰쿬뗄뻍쫇Hosfstede[5]뗄컄뮯뷡릹쒣쪽ꆣ Hosfstede퓚틲쯘럖컶뗄믹뒡짏ꎬ쳡돶쇋컄뮯뗄5룶튪쯘ꎬ쯼쏇쫇좨솦뻠샫ꆢ룶죋훷틥폫벯쳥훷틥ꆢ쓐탔뮯폫얮탔뮯ꆢ늻좷뚨탔믘뇜ꆢ뎤웚뚨쿲폫뛌웚뚨쿲ꆣ 뻟쳥쮵ꎬ좨솦뻠샫ꎨPower distanceꎩ쫇횸튻룶맺볒뗄믺릹믲ퟩ횯훐좨솦뷏짙뗄돉풱웚췻뫍뷓쫜좨솦늻욽뗈럖엤뗄돌뛈ꆣ퓚좨솦뻠샫듳뗄짧믡훐ꎬ룶쳥믡쿔쪾돶뛔벯좨뫍좨췾폐뷏듳뗄틀삵룐ꎬ늢뛔좱짙ퟔ훷탔폐뷏듳뗄죝죌솦ꎻ뛸퓚좨솦뻠샫킡뗄짧믡훐ꎬ룶쳥뗄죝죌솦뻍튪킡튻킩ꆣ 룶죋훷틥(Individualism)횸퓚튻룶짧믡훐돉풱횮볤뗄솪쾵뇈뷏쯉즢ꎺ쎿룶죋뚼쾣췻쓜헕맋ퟔ벺틔벰ퟔ벺뗄뫋탄볒춥ꎻ뛸벯쳥훷틥(collectivism)퓲쿠랴ꎬ훷튪쫇횸룃짧믡훐뗄돉풱퓚뎤웚뗄짺믮릤ퟷ훐놻헻뫏떽뻟폐잿쓽뻛솦뗄췅쳥훐ꎬ늢쪹쯻쏇뛔췅쳥뻟폐뷏룟뗄훒돏뛈ꆣ퓚룶죋훷틥컄뮯훐ꎬ폐뷏뛠뗄쏷좷뗄ꆢ폯퇔뗄릵춨ꎬ뛸벯쳥훷틥컄뮯훐뗄릵춨퓲룼몬탮튻킩ꆣ 쓐탔뮯ꎨMasculinityꎩ폫얮탔뮯ꎨFemininityꎩ훷튪쫇횸뒦폚튻룶컄뮯놳뺰훐뗄뻸듳뛠쫽죋쏇뗄훷튪탔뇰뷇즫쒣쪽ꆣ쓐탔햼훷떼뗄짧믡쳥쿖쓐탔뗄커뛏ꎬ잿뗷늻춬뗄탔뇰뷇즫ꆢ뛀솢ꆢ뷸좡탄뫍돉릦ꎬ뛸얮탔뮯뗄짧믡퓲잿뗷늻만뚨뗄탔뇰뷇즫ꆢ짺믮훊솿뫍죋쏇횮볤뗄쿠뮥맘탄ꆣ 늻좷뚨탔믘뇜(Uncertainty Avoidance)쫇횸쒳튻컄뮯놳뺰훐뗄룶쳥뛔늻좷뚨뗄믲캴횪뗄쟩뿶룐떽쫜췾킲뗄돌뛈ꆣ헢랴펳쇋룶쳥퓚죕뎣짺믮훐뛔늻좷뚨뗄믲쒣뫽쫂쟩뗄죝죌솦뗄듳킡ꆣ 뎤웚뚨쿲?뛌웚뚨쿲(Long-term Versus Short-term)ꆣ뎤웚뚨쿲뗄컄뮯잿뗷캴살ꎬ잿뗷늻쟼늻쓓뫍평뗘캻뻶뚨뗄쮳탲맘쾵ꎬ탅럮훈탲ꆢ뷚볳ꎬ폐탟돜룐ꆣ뛸뛌웚뚨쿲뗄컄뮯퓲맘힢맽좥뫍쿖퓚ꎬ잿뗷룶죋뗄컈뚨ꆢ맋좫쏦ퟓꆢퟰ훘뒫춳ꆣ Zandpour(1994)[6]뗈죋퓸뛔8룶맺볒뗄뗧쫓맣룦뷸탐쓚죝럖컶ꎬ뷡맻랢쿖듦퓚ퟅ쏷쿔뗄닮틬ꎬ퇐뺿헟쳡돶맣룦뗄럧룱뫍탅쾢쯟쟳뗄랽쪽뚼뿉춨맽틔짏룷룶맺볒퓚Hosfstede뗄컄뮯캬뛈짏뗄ힴ뿶살풤닢ꆣ Zhang뫍Gelb(1996[7])퓸뛔훐맺폫쏀맺뗄맣룦퓚룶죋훷틥?벯쳥훷틥뗄컄뮯볛횵맛캬뛈짏뷸탐뛔뇈퇐뺿ꎬ훐맺뇈뷏잿뗷벯쳥훷틥ꎬ뛸쏀맺잿뗷룶죋훷틥ꆣ뷡맻뇭쏷닉좡폫맺볒뗄볛횵맛튻훂뗄랽쪽뷸탐쯟쟳뗄맣룦룼쓜뗃떽룃맺쿻럑헟뗄죏춬ꎬ늢뛔룃맣룦벰웤탻뒫뗄욷없닺짺믽벫뗄첬뛈ꆣ ㈠컄뮯뛔맣룦뗄펰쿬?Ramaprasad뗈죋ꎨ1995ꎩ[8]퓸뺭횸돶ꎬ컄뮯쫇펰쿬맣룦뗄ퟮ훘튪뗄뮷뺳틲쯘ꎬ쯼늻뷶펰쿬ퟅ맣룦뗄쓚죝뇤솿ꎬ죧닟싔벰웤랴펳뗄볛횵맛뗈ꎬ뛸쟒튲믡펰쿬ퟅ웤횴탐튪쯘ꎬ죧퇕즫뗈ꆣ컄뮯쫇뛠캬뗄ꎬ퇐뺿죋풱듓늻춬뗄뷇뛈뻍컄뮯뛔맣룦뗄펰쿬뷸탐쇋맣랺뗄퇐뺿ꆣ ?⸱?컄뮯펰쿬ퟅ죋쏇뛔맣룦뗄첬뛈?평폚컄뮯늻춬ꎬ늻춬맺볒뗄쫜훚뛔맣룦뗄첬뛈뫍튪쟳듦퓚ퟅ닮틬[9]ꆣ샽죧퓚펢맺ꆢ램맺뫍뗂맺ꎬ맣룦놻뾴ퟷ쫇죕뎣짺믮뗄믽벫돉럖ꎻ탙퇀샻뫍늨삼폐쿠떱뇈샽뗄죋죏캪펦폫맣룦놣돖튻뚨뗄뻠샫ꆣ퓚램맺ꎬ듳훚뚼죏캪맣룦폐폩샖뗄킧맻ꎬ뛸퓚펢맺폐듋죏쪶뗄죋뻍뇈뷏짙ꆣ뛸랢햹훐맺볒뗄쿻럑헟좴튪쟳맣룦쫇퇏쯠뗄ꎬ죏캪맣룦뛔릺싲뻶닟펦룃웰떽헦쪵뗄뢨훺ퟷ폃ꆣ 컄뮯튲믡펰쿬ퟅ맣룦듓튵죋풱뛔맣룦ퟷ폃뗄죏쪶ꆣEwing뫍Jones(2000)[10]쳡돶늻춬맺볒뗄맣룦듺샭믺릹뛔맣룦ퟷ폃듳킡뗄뾴램뿉쓜믡늻튻퇹뗄ꆣ샽죧ꎬ틔쏀맺캪듺뇭뗄놱쏀맺볒뗄맣룦듺샭믺릹죏캪맣룦뛔뺭볃폐훘튪뗄ퟷ폃ꎬ틲듋냑맣룦뾴ퟷ쫇튻훖훘튪뗄펪쿺릤뻟ꎻ떫펢맺뗄맣룦듺샭믺릹좴죏캪맣룦뛔쫐뎡ퟷ폃
뗚11뻭뗚1웚 컄뮯뛔맣룦뗄펰쿬 - 87- 뷏킡ꎬ맣룦뛔쿻럑헟웰떽뗄횻쫇쳡쪾ퟷ폃뛸늻쫇쮵럾ꆣ ㈮㈠컄뮯뛔맣룦퓋ퟷ랽쪽뗄펰쿬?컄뮯믡펰쿬떽룃뗘쟸뗄맣룦릫쮾뗄퓋ퟷ랽쪽ꆣGriffinꎨ1998ꎩ[11]뗈죋퓸뛔쏀맺ꆢ죕놾벰훇샻뗄맣룦릫쮾뗄쟩뿶뷸탐뛔뇈퇐뺿ꎬ뷡맻랢쿖퓚맣룦탎쪽ꆢ쎽쳥볆뮮ꆢ풤쯣뫍뛔맣룦킧맻뗄닢솿짏3룶맺볒볤듦퓚ퟅ닮틬ꆣ죕놾뗄맣룦릫쮾튪뇈웤쯻2룶맺볒룼잿뗷좫랽캻뗄럾컱ꆣ퓚Griffinꎨ2000ꎩ[12]뛔틔짏3맺뗄뷸튻늽퇐뺿훐ꎬ랢쿖3룶맺볒퓚맣룦믮뚯훐맘힢뗄훘뗣늻춬ꎬ헢뻟쳥뇭쿖퓚헻뫏뒫능ꆢ맘쾵펪쿺ꆢ뛔뇈맣룦ꆢ듳훚쎽쳥뗄폐킧탔ꆢ듳탍믮뚯ꆢ맣룦뛮풤쯣럖엤뗈랽쏦ꆣ샽죧쏀맺뇈웤쯻2룶맺볒룼맘힢헻뫏뒫능ꆣ평폚뎤웚틔살죕놾잿뗷좫랽캻뗄럾컱ꎬ쯹틔퓚죕놾ꎬ맘쾵펪쿺뇈뷏쫜훘쫓ꆣ죕놾컄뮯훐뇈뷏잿뗷뫍킳폫몬탮ꎬ쯹틔늻첫뷓쫜뛔뇈맣룦ꆣ듋췢ꎬ퓚펪쿺뒫능랽쪽훐ꎬ죕놾쟠죋풱췆맣ꎬ뛸쏀맺뫍훇샻퓲잿뗷쪹폃듳훚쎽쳥ꆣ Moeran(2000) [13]냑죕놾뫍얷쏀맺볒뗄맣룦뿍뮧벰맣룦듺샭믺릹뷸탐뛔뇈ꎬ퇐뺿쮵쏷평폚죕놾룼잿뗷벯쳥훷틥ꎬ잿뗷뫏ퟷꎬ듓뛸돶쿖쇋맣룦뿍뮧믡룹뻝닺욷믲헟쎽쳥뗄늻춬냑ퟔ벺뗄맣룦튵컱럖룸2볒틔짏뗄맣룦릫쮾뷸탐듺샭뗄쟩뿶ꆣ듋췢ꎬ퓚죕놾ꎬ뮹돶쿖쇋튻볒맣룦릫쮾춬쪱듺샭튻룶탐튵훐벸볒릫쮾뗄맣룦튵컱쿖쿳ꎻ뛸퓚듳늿럖뗄얷쏀맺볒ꎬ튻냣쫇평튻볒맣룦듺샭좫좨듺샭쒳튻맣룦뿍뮧ꎬ퓚튻뚨쪱웚쓚튻룶탐튵횻폐튻룶맣룦뿍뮧ꆣ ?⸳?컄뮯뛔쫜훚쎽쳥뷓뒥탐캪뗄펰쿬?컄뮯믡펰쿬떽튻룶짧믡뗄쎽쳥탐캪뫍뒫능랽쪽ꆣ샽죧ꎬ퓚룶죋훷틥뗄컄뮯훐ꎬ듊폯뚨쿲뗄뒫능뇈뷏뛠ꎻ뛸벯쳥훷틥뗄컄뮯훐ꎬ퓲춼쿱뚨쿲햼훷떼ꆣ듊폯뚨쿲뗄룶쳥믡퓄뛁룼뛠뗄뚫컷ꎬ얷훞뛁헟킭믡퓚1991쓪뛔얷훞17맺쿻럑헟뗄퓄뛁탐캪뷸탐뗷닩ꎬ뻍ꆰ좥쓪퓄뛁쫩벮퓚12놾틔짏ꎨ냼삨12놾ꎩꆱ뗄믘듰뷡맻폫룃맺뗄룶죋훷틥쳘헷횮볤듦퓚쿔훸뗄헽쿠맘ꎬ죧펢맺뗄룶죋훷틥횸쫽뇈뷏룟ꎬ웤믘듰퓄뛁12놾틔짏뗄뇈샽튲럇뎣룟ꎨ뷼75%ꎩꎬ뛸웏쳑퇀뗄룶죋훷틥횸쫽뗍ꎬ웤믘듰퓄뛁12놾틔짏뗄뇈샽튲뇈뷏뗍ꎨ늻ퟣ15%ꎩꆣ듋췢ꎬ쿠맘뗄뗷닩랢쿖ꎬ죕놨쫽솿폫룶죋훷틥횸쫽튲듦퓚ퟅ헽쿠맘ꆣ떫쫇놨횽뗄퓄뛁솿폫좨솦뻠샫횮볤듦퓚ퟅ뢺쿠맘ꎬ뒦폚뗍좨솦뻠샫맺볒뗄룶쳥쫇놨횽뗄훘뛈퓄뛁헟[14]ꆣ 헽쫇평폚쫜훚뷓뒥쎽쳥뗄쾰맟늻춬ꎬ튲뻍펰쿬떽쇋맣룦쎽쳥뗄펦폃ꆣ퓚70쓪듺쒩[1]ꎬ평죕놾뗄냋뻭뾡탛뫍靼즽폀퓚뛔룷맺맣룦럑뗄뛔뇈훐랢쿖ꎬ탅쾢뒫능튵뇈뷏랢듯뗄맺볒죧쏀ꆢ죕ꆢ펢뗈맺뗄벸듳쎽쳥뗄펦폃뷏캪욽뫢ꎻ탂컅돶냦튵쳘뇰랢듯뗄맺볒ꎬ퓓횾맣룦뗄펦폃쿠펦뗘뷏캪춻돶ꎬ샽죧뗂맺뫍틢듳샻뗈ꎻ폐튻킩맺볒죧램맺뫍죰쪿퓲쫇쟣쿲폚뗧펰맣룦ꆢ쓞뫧뗆맣룦ꆢ십슷맣룦뗈ꎬ뛸컄쎤싊룟뗄맺볒ꎬ훮죧훐쓏쏀뗄쒳킩맺볒ꎬ쯼쏇뗄뗧쫓ꆢ뗧첨맣룦햼뻝훷떼뗘캻ꆣ ?⸴?컄뮯뛔맣룦닟싔벰훆ퟷ뗄펰쿬?컄뮯뛔뻟쳥뗄맣룦닟싔벰풪쯘쪹폃뗄펰쿬ꎬ뿉럖캪틔쿂벸룶랽쏦ꎺ ㈮㐮?컄뮯뛔맣룦쯟쟳뗄펰쿬?맣룦쯟쟳랽쪽쫇맣룦닟싔뗄훷튪쓚죝횮튻ꎬ쯹틔퇐뺿죋풱뻍듋랽쏦뷸탐쇋맣랺뗄뛔뇈퇐뺿ꆣ Hong(1984) [15]뗈죋쳡돶폫쏀맺쿠뇈ꎬ죕놾뗄퓓횾맣룦쪹폃룼뛠뗄룐탔쯟쟳ꆣCulter 뫍 Javalgi(1992) [16]뛔쏀맺ꆢ펢맺뫍램맺뗄퓓횾맣룦쯹몬뗄춼쿱탅쾢뷸탐럖컶ꎬ뷡맻랢쿖룐탔쯟쟳랽쏦3룶맺볒듦퓚ퟅ쿔훸닮틬ꎬ램맺뗄퓓횾맣룦뺭뎣쪹폃룐탔쯟쟳ꎬ뛸쏀맺듋훖쯟쟳랽쪽쪹폃뗄ퟮ짙ꆣ헢3룶맺볒퓚샭탔쯟쟳랽쏦쎻폐첫듳닮틬ꆣ Zandpourꎨ1992ꎩ[17]뗈퓚탅쾢쓚죝뫍맣룦탎쪽뛔램맺ꆢ첨췥뫍쏀맺뗄맣룦뷸탐뛔뇈ꆣ퇐뺿랢쿖ꎬ쏀맺뗄맣룦뛠쪹폃쏻죋믲헟좨췾뗄탅쾢풴살뛔닺욷뷸탐쯟쟳믲헟횱뷓뇭쏷ퟔ벺쾲뮶뗄닺욷뗈ꎻ뛸램맺뫍첨췥뗄맣룦룼쟣쿲폚쏷좷뗄돐억ꎬ폐쪱짵훁뎬맽쇋닺욷쪵볊뻟폐뗄쳘뗣ꎬ뎣냑쯹탻뒫뗄닺욷폫튻룶뗘랽ꆢ튻룶쫂
-88- 탄샭뿆톧뷸햹 2003쓪 볾ꆢ죋믲럻뫅뗈솪쾵퓚튻웰ꎬ떫닺욷뗄춼쿱탅쾢뇈뷏짙ꆣ Ju-Pak(1999) [18]뛔췸싧맣룦뗄쓚죝뷸탐뿧컄뮯뛔뇈퇐뺿ꎬ퇐뺿톡폃쇋쏀맺ꆢ펢맺뫍몫맺뗄310룶췸싧맣룦ꎬ뷡맻랢쿖퓚3룶맺볒뗄췸싧맣룦훐ꎬ뚼쪹폃쇋룼뛠뗄컄낸탍맣룦ꎨ춼욬맣룦뷏짙ꎩꆣ퓚쪹폃춼욬뷸탐쯟쟳뗄랽쪽짏ꎬ3룶맺볒듦퓚ퟅ쿔훸닮틬ꎬ쏀맺맣룦룼뛠쪹폃쇋샭탔뗄ꆢ쫂쪵뗄춼욬ꎬ뛸몫맺퓲쫇쟩룐샠뗄춼욬뷏뛠ꆣ퓚컄낸랽쏦ꎬ3룶맺볒뚼룼뛠뗘쪹폃쇋룐탔쯟쟳ꎬ떫뛔뇈살쮵ꎬ펢맺룼뛠쪹폃쇋룐탔폯퇔뷸탐쮵럾ꎬ뛸쏀맺퓲톡퓱샭탔쮵럾뗄뛠ꆣ ㈮㐮㈠컄뮯뛔맣룦탅쾢쓚죝뗄펰쿬?퓚맣룦뗄탅쾢쿟쯷뫍쓚죝짏ꎬ튲듦퓚컄뮯닮틬ꆣ샽죧ꎬWeinberger뫍Spotts(1989)[19]퓚뛔쏀맺뫍펢맺맣룦뗄뛔뇈퇐뺿훐튲랢쿖쏀맺뗄맣룦냼몬쇋룼뛠뗄탅쾢쿟쯷ꆣZandpour(1994)[6]뗈죋퇐뺿랢쿖펢맺뗧쫓맣룦뗄탅쾢쓚죝튪뇈쏀맺뫍몫맺뗄짙ꆣ Keown뗈죋(1992)[20]뛔쏀맺ꆢ죕놾ꆢ몫맺뫍훐맺뗄4훖뎣폃쎽쳥ꎨ맣능ꆢ뗧쫓ꆢ놨횽뫍퓓횾ꎩ뗄맣룦뷸탐뛔뇈ꎬ뷡맻뇭쏷퓚헢4룶맺볒ꎬ뗧늨쎽쳥뗄맣룦탅쾢뚼튪뇈펡쮢쎽쳥뗄맣룦탅쾢짙ꎬ떫퓚맣룦탅쾢쿟쯷뗄쫽솿랽쏦듦퓚닮틬ꎬ뻟쳥쮵ꎬ퓚뗧늨쎽쳥훐ꎬ쏀맺뗄맣룦뇈웤쯻3맺뗄춬샠맣룦몬폐룼뛠뗄탅쾢쿟쯷ꎻ퓚펡쮢쎽쳥훐ꎬ몫맺뗄맣룦탅쾢ퟮ짙ꎬ쏀맺듎횮ꎬ죕놾뫍훐맺쯹몬뗄맣룦탅쾢뷏뛠ꆣ춬쪱ꎬ헢4룶맺볒쯹쪹폃탅쾢샠탍튲듦퓚ퟅ닮틬ꎬ죧쏀맺뗄맣룦룼뛠쪹폃쇋닺욷뗄폅쫆ꆢ돉럖/쓚죝ꆢ쯹쿺쫛뗄뗘랽뗈ꎬ몫맺뗄맣룦퓲룼맘힢훊솿ꆢ볛룱/볛횵뗈ꆣ Ju-Pak(1999)[18]뛔췸싧맣룦뗄뿧컄뮯뛔뇈퇐뺿훐ꎬ퓚쯹냼몬뗄탅쾢쿟쯷짏ꎬ몫맺폫펢맺냼몬뗄탅쾢쿟쯷훷튪쫇닺욷뗄폅쫆뗈ꎬ뛸쏀맺퓲쫇닺욷볛룱ꆢ쿺쫛뗘뗣틔벰훊솿뗈ꆣ헢폫Keown뗄퇐뺿뷡맻듦퓚쿠랴뗄쿖쿳ꆣ헢뿉쓜쫇폫쎽쳥뗄쳘탔폐맘ꆣ틲캪췸싧맣룦뛔듙쿺웰ퟅ룼훘튪뗄ퟷ폃ꎬ쯹틔쏀맺뗄췸싧맣룦훐돶쿖쇋룼뛠뗄볛룱뗈탅쾢ꆣ듋췢ꎬ폫Ju-Pak톡퓱뗄췸싧맣룦튲폐맘쾵ꎬ퓚웤쯹톡퓱뗄쏀맺맣룦훐ꎬ듳킡릫쮾뚼폐ꎬ뛸웤톡퓱뗄몫맺맣룦ꎬ퓲듳뛠쫇듳릫쮾뗄ꎬ뿉쓜듳릫쮾룼맘힢욷없뗄탻뒫ꆣ ㈮㐮??컄뮯뛔맣룦훆ퟷ풪쯘뗄ퟷ폃?컄뮯늻뷶펰쿬ퟅ맣룦뗄쯟쟳닟싔ꎬ튲믡펰쿬떽뛔뻟쳥맣룦풪쯘뗄펦폃ꆣ죧맣룦훐뗄퇕즫ꆢ틴샖ꆢ쒣쳘틔벰짹틴뗈ꆣ샽죧Birch뫍McPhail(1999)[21]퓸뛔냄듳샻퇇맣룦뗄훘틴킧맻뷸탐퇐뺿ꎬ뷡맻랢쿖떱뗘뗄쫜훚뛔퓋폃놾맺랢틴뗄맣룦폐뇈뷏룟뗄움볛ꎬ뛸뛔폃펢맺뫍쏀맺랢틴뗄맣룦움볛퓲뷏뗍ꆣ튻볒쏀맺릫쮾퓸퓚십살컷퇇폃늻춬닣듎뗄싌즫ퟷ캪맣룦뗄훷즫뗷ꎬ뷡맻퓢떽쇋닒냜ꎬ틲캪퓚십살컷퇇ꎬ죋쏇냑싌즫뾴ퟷ쫇쯀췶뫍퓖쓑뗄뇪횾ꆣ퓚낢삭늮맺볒ꎬ맣룦훐뗄얮탔쏦늿횻쓜폃믦뮭뗄탎쿳살뇭듯[22]ꆣ ?⸵?컄뮯뛔맣룦맜샭뗄펰쿬?평폚럧쯗쾰맟뗈컄뮯틲쯘뗄늻춬ꎬ쪹뗃늻춬뗘쟸뗄맣룦램맦듦퓚닮틬ꆣ샽죧얲췾뷻횹뻆뺫맣룦ꎬ뛸냄듳샻퇇뷻횹뷸뿚맣룦뗈ꆣ 룷룶맺볒램맦뗄닮틬훷튪쳥쿖퓚틔쿂4룶랽쏦[23]ꆣ쫗쿈쫇퓊탭ퟶ맣룦뗄닺욷훖샠뗄늻춬ꎬ샽죧쿖퓚폐뫜뛠맺볒뚼뷻횹쿣퇌맣룦ꎬ떫튻킩맺볒뮹뿉뷸탐탻뒫ꎻ웤듎쫇맣룦쯟쟳랽쪽뗄닮틬ꎬ샽죧퓚램맺뇭쿖탔룐뗄맣룦뇈뷏뛠ꎬ뛸퓚낢삭늮맺볒뗄얮탔솬쏦늿뚼늻퓊탭슶돶ꎻ뗚죽쫇뛔뛹춯뗄맣룦뗄쿞훆ꎻ뗚쯄쫇튻킩럻뫅뗄펦폃ꎬ샽죧컒맺맣룦램맦뻍쏷좷맦뚨늻쓜폃훐맺맺웬뗄춼낸ퟶ맣룦뗈ꆣ ㌠맺볊맣룦뗄믹놾닟싔?㈳??쯦ퟅ맺볊펪쿺뗄랢햹ꎬ튻랽쏦웳튵쿫춨맽춳튻뮯뗄맣룦살퓚좫쟲놣돖춳튻뗄욷없뫍릫쮾탎쿳ꎬ쇭튻랽쏦평폚컄뮯뗄ퟷ폃ꎬ쪹뗃춳튻뮯맣룦퓚쒳킩뗘쟸쫜떽컳뷢ꎬ헢퇹튻살ꎬ맣룦춳튻뮯폫놾췁뮯ퟔ좻뻍춻쿔돶
뗚11뻭뗚1웚 컄뮯뛔맣룦뗄펰쿬 - 89- 살ꆣ튻냣쟩뿶쿂ꎬ뿧맺릫쮾뗄맣룦닟싔훷튪폐틔쿂3훖ꆣ ?⸱?춳튻뮯뗄맣룦닟싔?Levitt[24]퓸뺭쳡돶늻맜닺욷틔벰쫐뎡죧뫎ꎬ퓚좫쟲ퟜ믡폐튻킩쫇쿻럑헟릲춬웚췻뗄뚫컷ꎬ쯹틔뿉헫뛔헢킩릲춬뗣뷸탐춳튻뮯뗄쫐뎡닟싔ꆣDawar뫍Park[25]퓸뺭뛔38룶맺볒뗄뗧웷닺욷뗄쿻럑헟뷸탐뛔뇈퇐뺿ꎬ랢쿖늻춬맺볒뗄쿻럑헟퓚맘힢닺욷뗄쳘탔짏늢쎻폐쪲쎴쿔훸닮틬ꎬ죧퓚릺싲뻶닟훐뚼믡맘힢훊솿ꆢ볛룱ꆢ욷없쏻돆믲헟릫쮾탎쿳뗈ꆣHuang [26]뗄뷡맻뇭쏷튻킩믹놾뗄뗄쟩탷ꎨ믽벫뗄쟩탷죧탒뢣믲헟낮뗈ꎬ뢺쏦쟩탷죧놯짋뗈ꎩ쯟쟳뛔폚늻춬뗘쟸뗄쿻럑헟살쮵뿉틔폕랢쿠쯆뗄쟩탷랴펦ꆣCervellon뫍Dube[27]뛔볓쓃듳쮵펢폯폫쮵램폯뗄쿻럑헟뷸탐쪳욷맣룦뗄뛔뇈퇐뺿ꎬ뷡맻랢쿖퓚헫뛔헢2룶좺쳥뗄춳튻뮯뗄뗧쫓맣룦훐ꎬ냼몬닉폃믹놾쟩탷뷸탐쯟쟳뗄랽쪽ꆣ 평듋ꎬ튻킩웳튵퓚뷸탐맣룦닟뮮쪱ꎬ늻쫇헫뛔룷룶쒿뇪쫐뎡뗄쳘뗣럖뇰닉좡맣룦믮뚯ꎬ뛸쫇퓚벸룶맺볒믲뗘쟸쪹폃춳튻뮯뗄맣룦ꆣ닉좡헢훖닟싔쪱ꎬ웳튵췹췹냑ퟔ벺뗄맣룦튵컱캯췐룸튻볒맺볊탍뗄맣룦듺샭믺릹ꎬ평룃듺샭릫쮾틔춬퇹뗄탎쪽뫍뇭쿖퓚좫쟲뷸탐탻뒫ꆣ 춳튻뮯뗄맣룦닟싔뿉폃퓚틔쿂벸훖쟩뿶ꎺꎨ1ꎩ욷없믲닺욷뗄쳘뗣뿉춨맽춼욬살뇭쿖뗄쟩뿶ꆣ춨맽춼욬살뇭쿖닺욷쳘뗣뿉복짙컄낸랭틫훐쯹돶쿖뗄컳뷢ꆣꎨ2ꎩ탎쿳뛔쿻럑폐훘튪ퟷ폃뗄닺욷ꎬ뿉닉폃춳튻뗄탎쿳쯟쟳ꆣꎨ3ꎩ늻춬뗄컄뮯놳뺰샯닮틬뫜킡뗄룟뿆벼닺욷ꆣꎨ4ꎩ쫀뷧룷뗘뚨캻뚼튻퇹뗄닺욷ꆣ튻킩닺욷퓚늻춬쫐뎡뗄쿻럑헟폐쿠쯆뗄욫뫃ꆢ탋좤ꆢ탨쟳뫍볛횵맛ꎬ뿉헫뛔헢킩좺쳥뷸탐춳튻뮯뗄탻뒫닟싔ꆣ샽죧뫀뮪폃욷틔벰헫뛔쟠짙쓪쫐뎡뗄닺욷뗈ꆣ ㌮??놾췁뮯ꎨ떱뗘뮯ꎩ닟싔?평폚컄뮯틔벰웤쯻룷훖쳵볾뗄닮틬ꎬ훂쪹탭뛠릫쮾컞램뷸탐춳튻뮯뗄맣룦쯟쟳ꎬ늻뗃늻닉좡놾췁뮯뗄닟싔ꎬ퓚늻춬쟸폲훆ퟷ늻춬뗄맣룦뷸탐탻뒫ꆣ놾췁뮯뗄맣룦닟싔훷튪폃폚틔쿂쟩뿶ꎺꎨ1ꎩ늻춬쫐뎡쿻럑헟뗄릺싲뚯믺늻튻퇹뗄닺욷ꆣꎨ2ꎩ폫짳쏀틢쪶쿠맘뗄닺욷ꆣ컄뮯늻춬퓬돉죋쏇짳쏀틢쪶듦퓚닮틬ꎬ헢퇹퓚늻춬맺볒틔쏀뗄뇪ힼ돶쿖뗄맣룦풪쯘죧쒣쳘탎쿳뗈뻍튪뷸탐탞룄ꆣꎨ3ꎩ퓚풭살뗄쫐뎡닉좡잿컄뮯놳뺰쯟쟳뗄맣룦ꎬ떽쇋웤쯻뗘쟸뿉쓜뻍튪놾췁뮯ꆣ맣룦훐뗄튻킩뗤맊ꆢ뒫쮵뗈ꎬ풭살뗄쫐뎡쫜훚뛔듋뛺쫬쓜쿪ꎬ춨맽볲떥뗄뮭쏦뻍쓜쇋뷢웤몬틥ꎬ떫웤쯻뗘랽뗄쫜훚평폚쎻폐쿠펦뗄컄뮯놳뺰듓뛸늻죝틗샭뷢ꆣꎨ4ꎩ닉폃튻킩짧믡탍쟩탷쯟쟳뗄맣룦ꆣ폐맘퇐뺿죏캪ꎬ퓚쫀뷧랶캧쓚ꎬ폐튻킩믹놾뗄쟩탷ꎬ죧탒뢣ꆢ럟얭ꆢ몦엂ꆢ놯짋뫍낮뗈ꎬ쫇죋쏇쓚퓚닺짺뗄랴펦ꆣ뛸뮹폐튻샠쫴폚짧믡뗄쟩탷ꎬ죧폄쒬ꆢ쓚뻎ꆢ컂쟩뫍뮳뻉뗈ꎬ엉짺폚믹놾쟩탷ꎬ떫좴쫇짧믡컄뮯쳵볾쿂쾰뗃뗄ꎬ틲듋믡폐컄뮯닮틬ꆣ쯹틔늻춬뗘쟸뗄죋쏇뛔폚닉폃짧믡탔쟩탷쯟쟳뗄맣룦뻍믡닺짺늻춬랴펦ꆣ퓚좫쟲뗄맣룦햽싔훐ꎬ뫜짙믡폃폄쒬ퟷ캪튻훐춨폃뗄쟩룐쯟쟳랽쪽ꆣ헢훷튪쫇틲캪폄쒬놾훊짏쫇튻훖짧믡쳥퇩ꆣ쳘뇰쫇평폚폄쒬뗄폯퇔뫜쓑랭틫ꎬ틲듋뎣돶쿖샭뷢짏뗄닮틬ꆣHuang[26]뗄퇐뺿뇭쏷늻춬뗘쟸뗄쫜훚뛔짧믡탍쟩탷쯟쟳뗄맣룦폐닮틬랴펦ꆣCervellon뫍Dube[27]뛔볓쓃듳쮵펢폯폫쮵램폯뗄쿻럑헟뷸탐쪳욷맣룦뗄뛔뇈퇐뺿ꎬ뷡맻랢쿖헢2룶좺쳥뗄뗧쫓맣룦쯹닉폃뗄짧믡쟩탷쯟쟳랽쪽짏듦퓚ퟅ쏷쿔닮틬ꆣ ퟜ횮ꎬ평폚컄뮯ꆢ뺭볃틔벰룷훖맜샭램맦횮볤뗄늻춬ꎬ쪹튻킩릫쮾퓚뿧맺펪쿺뗄맽돌훐ꎬ닉좡쇋놾췁뮯뗄맣룦닟싔뷸탐펪쿺ꆣ ??㌠맣룦뗄닟싔믹놾춳튻ꎬ떫퓚늻춬뗘쟸쫊떱뛔맣룦뷸탐탞룄?헢쪵볊짏쫇튻훖퓚춳튻뮯뫍놾췁뮯횮볤뷸탐헛훔뗄맣룦닟싔ꎬ튲뻍쫇맣룦뷧뺭뎣쮵뗄ꆰ맺볊뮯쮼캬ꎬ놾췁뮯닙ퟷꆱꆣ헢훖닟싔죏캪웤닺욷퓚늻춬맺볒뫍뗘쟸폐쿠쯆뗄탨쟳ꆢ쒿뇪틔벰쿠쯆뗄쿻럑쾰맟ꎬ떫퓚늻춬뗘쟸튪뛔맣룦뷸탐쫊떱 탞룄틔룼쫊뫏룃뗘쟸뗄쟩뿶ꆣ헢훖헛훔닟싔훷튪폐2훖랽쪽ꎺꎨ1ꎩ쯹캽뗄쒣쪽맣룦ꆣ
-90- 탄샭뿆톧뷸햹 2003쓪 헢샠맣룦뗄룱뗷뫍뒴틢뇭쿖뚼믹놾튻훂ꎬ횻쫇냑웤훐뗄튻킩풪쯘놾췁뮯ꎬ샽죧뛔컄낸뷸탐랭틫ꆢ냑춼욬뮻돉쯹퓚뗘쟸뗄탎쿳뗈ꆣꎨ2ꎩ튪쟳맣룦뗄훷쳢믹놾쿠쯆ꎬ떫평늻춬쫐뎡뗄쟸폲뺭샭뻶닟죧뫎ퟶ맣룦틔쫊뫏떱뗘뗄쟩뿶ꆣ 헢훖헛훔뗄맣룦닟싔볈뿉놣돖춳튻뗄욷없탎쿳ꎬ폖뿉쫊떱뗷헻ꎬ룼쓜쫊뫏떱뗘뗄쟩뿶ꎬ틲듋ꎬ쯆뫵쫜떽풽살풽뛠뗄뿧맺릫쮾뗄쟠ꆣ맺췢뗄튻쿮퇐뺿퓸뛔쏀맺뗄뿧맺릫쮾뷸탐뗷닩ꎬ랢쿖횻폐9%뗄릫쮾펦폃춳튻뮯뗄맣룦닟싔ꎬ37%뗄릫쮾닉좡놾췁뮯뗄닟싔ꎬ뛸룟듯54%뗄릫쮾닉좡뷩폚솽헟횮볤뗄헛훔닟싔ꆣ 닎뾼컄쿗 [1] 십쒱뎬??맣룦탄샭??놱뺩??훐맺컯볛돶냦짧??1997. 307~325 [2] Pollay R W. The Distorted Mirror: Reflections on the Unintended Consequences of Advertising. Journal of Advertising, 1986, 9: 359~372 [3] Cheng H. Reflections of Cultural Values: a Content Analysis of Chinese Magazine Advertisements from 1982 and 1992. International Journal of Advertising, 1994, 13: 167~183 [4] Chan K. Cultural Values in Hong Kong’s Print Advertising, 1946—96. International Journal of Advertising, 1999, 18(4): 537~554 [5] Hofstede G. Cultures and Organizations: Software of the Mind. London: McGraw-Hill,1991 [6] Zandpour F, Campos B, Catalano J, et al. Global Reach and Local Touch: Achieving Cultural fitness in TV advertising. Journal of Advertising Research, 1994, 34(5): 35~63 [7] Zhang Y, Gelb D B. Matching Advertising Appeals to Culture:the Influence of Products’ Use Conditions. The Journal of Advertising, 1996: 29~46 [8] Ramaprasad J, Wu J, Gao D. A Conceptual Framework for Understanding the Content of Advertising:Its Application to the Specific Case of Chinese Television Commercials. Asia Journal of Communication, 1995, 5: 88~109 [9] Mooij De Marieke. Advertising Worldwide.(2ed). Prentice Hall International(UK) Ltd, 1994 [10] Ewing T M, Jones P J. Agency Beliefs in the Power of Advertising. International Journal of Advertising, 2000, 19(3): 335~348 [11] Griffin T, McArthur D, Yamaki T, Hidalgo P. Ad Agencies Performance and Role in Providing Communication Services in Chile, Japan and the United States. Journal of Advertising Research, 1998, 38(5): 65~75 [12] Griffin T, McArthur D, Yamaki T, Hidalgo Communications: Examining the Work of Practitioners in the United States, Japan and Chile. International Journal of Advertising, 2000, 19: 73~93 [13] Moeran Brian. The Split Account System and Japan’s Advertising Industry. International Journal of Advertising, 2000, 19: 185~200 [14] Mooij de Marieke. Mapping Cultural Values for Global Marketing and Advertising. In: Philip Jones ed. International advertising: Realities and Myths. Sage Publications Inc, 2000. 77~101 [15] Hong J, Muderrisonglu A, Zinkhan G. Cultural Differences and Advertising Expression: a Comparative Content Analysis of Japanese and American Magazine Advertising. Journal of Advertising, 1987, 16(1): 55~62 [16] Culter B, Javalgi R. A Cross –cultural Analysis of the Visual Components of Print Advertising: the United States and the European Community. Journal of Advertising Research, 1992, 32(2): 71~80 [17] Zandpour F, Campos B, Chang C, Catalano J. Stories, Symbols, and Strait Talk: a Comparative Analysis of French, Taiwanese, and . TV Commercials. Journal of Advertising Research, 1992, 32(1): 25~38 [18] Ju-Pak Kuen-Hee. Content Dimensions of Web Advertising: a Cross-national Comparison. International of Advertising, 1999, 18(2): 207~231
뗚11뻭뗚1웚 컄뮯뛔맣룦뗄펰쿬 - 91- [19] Weinberger M, Spotts H. Humor in . versus Commercials: a Comparison. Journal of Advertising, 1989,18(2):39~44 [20] Keown C, Jacobs L, Schmidt R, Ghymn K. Information Content of Advertising in the United States, Japan, South Korea, and the People’s Republic of China. International Journal of Advertising, 1992, 11(3): 257~267 [21] Birch D, McPhail J. Does Accent Matter in International Television Advertisement ? International Journal of Advertising, 1999, 18(2): 251~268 [22] 놣싞A 뫂뇈룱. ?붨캰뗈틫. 뿧컄뮯쫐뎡펪쿺. 놱뺩: 믺킵릤튵돶냦짧, 2000. 139~162. [23] Geroge E B, Michael A B. An Intergrated marketing communications perspective. 5th ed, McGraw-Hill Companies Inc, 2001. 673~703 [24] Levitt T. The Globalization of Markets. Harvard Business Review, 1983, 61(3): 92~103 [25] Dawar N, Parker P. Marketing Universals: Consumers’ use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals Of Product Quality. Journal of Marketing, 1994, 58: 81~95 [26] Huang M H. Exploring a New Typology of Advertising Appeals: Basic versus Social Emotional advertising in a Global Setting. International Journal of Advertising, 1998, 17: 145~168 [27] Cervellon M, Dube L. Standardisation versus Cultural Adaptation in Food Advertising: Insights from a two-Culture Market. International Journal of Advertising, 2000, 19(4): 429~447 The Effect Of Culture On Advertising Xu Jincan (The School of Journalism & Communication, Peking University, Beijing 100871) Xu Jieyi ( Management & Engineering College, Chinese Agriculture University, Beijing 100083) Abstract: As the development of international marketing, culture difference becomes one of the most important factors that affect the international companies’ marketing strategies. The article summarizes the new researches of the culture’s effect on advertising. First, it introduces the concept and the structure of culture. Second, it outlines the effect of culture on advertising, mainly on the audiences’ attitude about the advertising, advertising operational ways, the media habits, advertising strategies and the advertising limitations. Last, it describes the three main international advertising strategies: standard strategy, local strategy and the in-between strategy. K?ey words: culture, values, advertising, advertising strategy.??
