The Westernization of Asian Print Advertising

This study examines the extent to which Western cultural influence is visible in the print advertising of four Asian countries: Hong Kong, Japan, South Korea, and Taiwan. To measure the level of Westernization of print advertising, two indicators were used: The presence of Western models and/or celebrities and the inclusion of Western language or words. It was found that English was the dominant Western language contained in the sampled ads and Western females were the most frequently portrayed Western models. Judicious use of Western words and of Western models is called for in order to minimize possible cultural backlash against overt foreign influences.