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Statement of the Problem

To market its product in South Korea, ?°Got milk??± ad needs to change its original ad in order to succeed in different cultural context. The ?°Got milk??± ad represents the low power distance and avoidance, individualistic, and low context American culture. American would appeal and react toward the ad , but Koreans may feel unfamiliar and bemused by this ad...

American would appeal and react toward the ad , but Koreans may feel unfamiliar and bemused by this ad. In order to be accepted in Korean??s relatively more high power distance and avoidance, collectivist, and high context culture, the ad needs to be modified the facial expression and gestures of a model, messages, and images of the ad...

General points of the essay

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