Web banner ads in online newspapers: a cross-national comparison of India and Korea

Abstract

A cross-national content analysis was performed on 449 web banner ads taken from the online editions of leading Indian and Korean daily newspapers. There are substantial differences between Indian and Korean ads in terms of the types of products advertised, the presence of price cues and the types of appeals used. Korean newspaper websites are starting to attract a diverse mix of advertisers, while Indian newspaper websites attract ads targeted mainly towards expatriate non-resident Indians. The observed differences between the two countries are probably attributable more to differences in internet diffusion rather than to cultural differences.