Introduction

This blog is created in the context of the "International Advertising" seminar at the University of Trier, Germany, summer semester 2013. The class was held by Suda Ishida from Hamline University, St. Paul, MSN (USA).

The aim is to compare advertising of the Kentucky Fried Chicken franchising in the Japanese and South Korean market.


Why was a fast food brand chosen for this undertaking? Fast food is a global phenomenon tied to huge local industries. Kentucky Fried Chicken belongs to Yum! Brands, the biggest fast food corporation in the world. Another relevant factor in terms of investigating fast food is the especially high product customization potential for individual markets. Everyone has a different taste.

I have decided to select Japan and South Korea because both societies share many cultural similarities (although members of both sides may vigorously disagree) which may theoretically influence advertisement approaches, and because I am myself occupied with studying both countries' cultures, history and languages.

Content

In the first half of this blog, I will talk about the spots I've chosen, especially the story content and some technical details. I will also take a slight look at both local respective internet presences.

Afterwards, both advertisement spots will be compared to each other, subsequently examinating the commercial aims and thereby utilized methods. The goal is to find out if any individual cultural presumptions may have been made, and in what way advertising approaches differ or overlap.